This thesis describes the process of integration between airlines and its positive and negative impacts on customers. It deals with characteristic features of individual forms of integration with the greatest attention paid to alliances and mergers. With respect to the fact that the passenger's choice of airline is to a large extent influenced by the price of the ticket, an empirical model is introduced to explore the impact of the membership in one of the global alliances on the final price of the long-haul tickets. Besides, the attention is paid to the nature and diversification of services provided. In the next section the thesis deals with the upcoming merger between British Airways and Iberia, its preconditions, form of the new company and identification of the potential risk factors that could have a negative impact on the company.

<p>During the early 1990´s, the Swedish commercial air traffic was de-regulated and the new market-condition made it possible for low-budget airlines to enter the Swedish market. The former monopolistic airline company, Scandinavian Airline Systems (SAS), was facing a new type of competition which had the advantage of offering much cheaper air trips than SAS. Adding the decrease of profitability that struck SAS as well as other airline companies after the terrorist attacks on the 11th of September, forced them to carry out a mayor reorganization programme. The programme, called “Turn Around 2005”, was a direct economical measure that begun in 2002 and lasted until 2005 and resulted in a cost saving of 14,5 billion SEK as well as a notice or a transfer of 6000 employees.</p><p>The purpose of this essay is to investigate if the opinion of the consumer, the image, corresponds with the profile that SAS wishes to mediate today. Our intentions are also to see if the changes during the reorganization have reached the consumers. This essay is a case study based on both a quantitative and a qualitative method. The quantitative study included questionnaires handed out to 143 persons and a former costumer satisfaction study made by “Svenskt Kvalitetsindex”. The qualitative study included deep interviews with employees on SAS. The results of the questionnaires, interviews and theories about image, profile, identity and GAP-analysis, clearly shows that SAS’s profile of being a low- cost airline and being the most price worthy alternative doesn’t correspond with the opinion of the consumers. The result also shows that the consumers have not detected any of the changes, apart from the price reduction, that was made during the reorganization. However SAS have succeeded to be known by the business-passengers as a bit better regarding the ground services and departures, and that part of their image are therefore close to their profile. Our conclusion states that there is an indistinctness regarding SAS profile since the costumers cannot decide if SAS is a low-cost or a traditional airline company.</p>

During the early 1990´s, the Swedish commercial air traffic was de-regulated and the new market-condition made it possible for low-budget airlines to enter the Swedish market. The former monopolistic airline company, Scandinavian Airline Systems (SAS), was facing a new type of competition which had the advantage of offering much cheaper air trips than SAS. Adding the decrease of profitability that struck SAS as well as other airline companies after the terrorist attacks on the 11th of September, forced them to carry out a mayor reorganization programme. The programme, called “Turn Around 2005”, was a direct economical measure that begun in 2002 and lasted until 2005 and resulted in a cost saving of 14,5 billion SEK as well as a notice or a transfer of 6000 employees. The purpose of this essay is to investigate if the opinion of the consumer, the image, corresponds with the profile that SAS wishes to mediate today. Our intentions are also to see if the changes during the reorganization have reached the consumers. This essay is a case study based on both a quantitative and a qualitative method. The quantitative study included questionnaires handed out to 143 persons and a former costumer satisfaction study made by “Svenskt Kvalitetsindex”. The qualitative study included deep interviews with employees on SAS. The results of the questionnaires, interviews and theories about image, profile, identity and GAP-analysis, clearly shows that SAS’s profile of being a low- cost airline and being the most price worthy alternative doesn’t correspond with the opinion of the consumers. The result also shows that the consumers have not detected any of the changes, apart from the price reduction, that was made during the reorganization. However SAS have succeeded to be known by the business-passengers as a bit better regarding the ground services and departures, and that part of their image are therefore close to their profile. Our conclusion states that there is an indistinctness regarding SAS profile since the costumers cannot decide if SAS is a low-cost or a traditional airline company.

Power imbalances and gender-based violence (GBV) have increasingly been cited as important determinants putting women at risk of HIV infections. Studies have shown that globally one in every three women has been beaten, coerced into sex or otherwise abused in her lifetime. The study explored working women’s perceptions of power, gender-based violence and HIV-infection risks. A qualitative, explorative study was conducted among female employees in an airline business in Namibia. Five women participated in in-depth, face-to-face interviews. The findings show that all of the participants experienced power imbalances and GBV in their intimate relationships. All of the women reported emotional or psychological abuse, whilst the majority were subjected to economic abuse, followed by physical abuse, and two alleged having been sexually abused. The study concludes with specific recommendations for the development and successful implementation of workplace policy and programmes to protect and promote women’s rights. / Social Work / M.A. (Social Behaviour Studies in HIV/AIDS)

Power imbalances and gender-based violence (GBV) have increasingly been cited as important determinants putting women at risk of HIV infections. Studies have shown that globally one in every three women has been beaten, coerced into sex or otherwise abused in her lifetime. The study explored working women’s perceptions of power, gender-based violence and HIV-infection risks. A qualitative, explorative study was conducted among female employees in an airline business in Namibia. Five women participated in in-depth, face-to-face interviews. The findings show that all of the participants experienced power imbalances and GBV in their intimate relationships. All of the women reported emotional or psychological abuse, whilst the majority were subjected to economic abuse, followed by physical abuse, and two alleged having been sexually abused. The study concludes with specific recommendations for the development and successful implementation of workplace policy and programmes to protect and promote women’s rights. / Social Work / M.A. (Social Behaviour Studies in HIV/AIDS)

This study attempted to establish the travel behaviours and choice criteria of the South African domestic air passenger and how they differed between low-cost carriers (LCCs) and full-service carriers (FSCs). The study was quantitative and used structured questionnaires to collect data via personal interviews. Descriptive and inferential techniques were used to analyse the data, including a binomial logistic regression to identify predictors of model choice. Analysis This study attempted to establish the travel behaviours and choice criteria of the South African domestic air passenger and how they differed between low-cost carriers (LCCs) and full-service carriers (FSCs). The study was quantitative and used structured questionnaires to collect data via personal interviews. Descriptive and inferential techniques were used to analyse the data, including a binomial logistic regression to identify predictors of model choice. Analysis showed that passengers had a limited understanding of the functioning of the models. This results in consumer perceptions and expectations being discordant with the true differences. In distinguishing between models, LCC passengers rate LCCs more favourably than FSC passengers, but both rate FSCs higher than LCCs. This shows the need of consumers to have the features and services of the FSCs. Amongst the key findings was the absolute importance of price to the passengers on both models when purchasing the ticket. The analysis showed that LCC passengers are highly price sensitive and show loyalty to the lowest price (not airline model). It was apparent that frequent flyer programmes (FFP), or linkages to 3rd party loyalty programmes, for LCCs need to be reconsidered. Younger LCC passengers especially, indicated a need for a simple FFP to receive some form of ‘reward’, as well as benefits traditionally only offered by FSCs. FSC passengers show a greater degree of loyalty and less fare sensitivity. This provides the FSCs with a degree of fare flexibility and the opportunity to move their loyal, less price-sensitive consumers up the price curve to maximise revenue. It was shown that, in distinguishing themselves from FSCs, it is important that LCCs are perceived as being more affordable than FSCs and are offering a value-for-money service. In essence, LCCs have to defend their positioning by (i) ensuring that their fares are not perceived to be as high as a FSCs and (ii) watching that the FSC fares are not declining to a level where FSCs are perceived as being as cheap as a LCC. For LCCs, brand building strategies around issues other than fare need to be devised, with attention paid to identifying determinant factors. / Business Management / D. Com (Business Management)