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<p>Bakgrund: Flygtransportbranschen är hårt konkurrensutsatt genom stark etablering av lågprisbolag. Därtill har händelser såsom terrordådet i New York och SARS påverkat marknaden negativt; branschen har dessutom drabbats av förändrat kundbeteende, bland annat hos privatkunder, och flygbolagen finner det allt svårare att förutse kundernas köp. En medvetenhet om att resenärerna ser priset som en primär faktor vid val av flygbolag finns, men det har visat sig svårt att identifiera andra faktorer.</p><p>Syfte: Syftet med denna uppsats är att öka förståelsen för privatresenärers köpbeteende vid val av flygbolag. Vidare skall vi genom detta dra slutsatser om faktorer som påverkar kundtroheten inom flygtransportbranschen.</p><p>Genomförande: Uppsatsen bygger på kvalitativ metod, där empirisk rådata har insamlats genom 48 intervjuer med privatresenärer, fyra intervjuer med anställda på marknadsavdelningen på Scandinavian Airlines Sverige AB och en oberoende intervju med en professor vid Handelshögskolan i Stockholm.</p><p>Resultat: Våra resultat bekräftar prisets betydelse vid val av flygbolag, men utöver detta har vi kunnat se ett antal för privatresenären värdeskapande faktorer, bland annat personalens bemötande, som påverkar valet av flygbolag. För att beskriva privatresenärernas köpbeteende har vi utvecklat en anpassad behovshierarki för flygtransportbranschen baserat på Maslow, där olika värdeskapande faktorer beskrivs. Studien visar att privatresenären, i huvudsak, ser flygresan inrikes och inom Europa som en transport och efterfrågar därmed främst en enkel, smärtfri och billig resa. Vid interkontinentala flygresor får andra värden en större vikt. Studien har även visat att privatresenärernas motiv för att återkommande efterfråga ett flygbolag inte går att beskrivas på ett generellt plan. Av den anledningen har vi utvecklat lojalitetsbegreppet genom identifiering och beskrivning av sju olika typer av lojaliteter, vilka utvärderas i relation till troheten till företaget, engagemanget till köpprocessen och engagemanget till företaget.</p> / <p>Background: The commercial airline business is facing keen competition from low fares airlines. Air transport has also been effected by incidents like terrorist attacks and SARS. On top of this, the airlines are seeing a change in their customers’ behaviours, which makes it harder to foresee their purchases. The airlines know that the primary factor for choosing an airline is price, but it has proven to be difficult to identify other factors.</p><p>Purpose: The purpose of our master thesis is to increase the comprehension about leisure travellers’ buying behaviour, when choosing a specific airline. Further, we shall draw conclusions about factors that have an effect on loyalty within the commercial airline business.</p><p>Research method: The master thesis is based on an empirical study. 48 interviews have been conducted with leisure travellers, and four with staff members from the marketing department at Scandinavian Airlines Sverige AB; one independent interview with a professor at Stockholm School of Economics was also conducted.</p><p>Results: Our study confirms the importance of price when choosing a specific airline, but we have also seen that other value-based factors have an influence on the choice; among other things kind treatment from the airline staff. To be able to describe the leisure travellers’ buying behaviour, we developed a suited hierarchy of needs for the commercial airline business, based on Maslow, where you can find different value-based factors. Our results show that the leisure traveller sees the flight only as a transport, when travelling domestic or within Europe, and therefore searches for an easy way of travelling to the best price available. When travelling on intercontinental flights, customers attach more importance to other values. The study has also shown that the leisure travellers’ motives for repurchasing from the same airline cannot be described on a general level. We have therefore developed the concept of loyalty by identifying and describing seven types of loyalties. All are being evaluated in relation to the loyalty to the company, the commitment to the buying process and the commitment to the company.</p>

Bakgrund: Flygtransportbranschen är hårt konkurrensutsatt genom stark etablering av lågprisbolag. Därtill har händelser såsom terrordådet i New York och SARS påverkat marknaden negativt; branschen har dessutom drabbats av förändrat kundbeteende, bland annat hos privatkunder, och flygbolagen finner det allt svårare att förutse kundernas köp. En medvetenhet om att resenärerna ser priset som en primär faktor vid val av flygbolag finns, men det har visat sig svårt att identifiera andra faktorer. Syfte: Syftet med denna uppsats är att öka förståelsen för privatresenärers köpbeteende vid val av flygbolag. Vidare skall vi genom detta dra slutsatser om faktorer som påverkar kundtroheten inom flygtransportbranschen. Genomförande: Uppsatsen bygger på kvalitativ metod, där empirisk rådata har insamlats genom 48 intervjuer med privatresenärer, fyra intervjuer med anställda på marknadsavdelningen på Scandinavian Airlines Sverige AB och en oberoende intervju med en professor vid Handelshögskolan i Stockholm. Resultat: Våra resultat bekräftar prisets betydelse vid val av flygbolag, men utöver detta har vi kunnat se ett antal för privatresenären värdeskapande faktorer, bland annat personalens bemötande, som påverkar valet av flygbolag. För att beskriva privatresenärernas köpbeteende har vi utvecklat en anpassad behovshierarki för flygtransportbranschen baserat på Maslow, där olika värdeskapande faktorer beskrivs. Studien visar att privatresenären, i huvudsak, ser flygresan inrikes och inom Europa som en transport och efterfrågar därmed främst en enkel, smärtfri och billig resa. Vid interkontinentala flygresor får andra värden en större vikt. Studien har även visat att privatresenärernas motiv för att återkommande efterfråga ett flygbolag inte går att beskrivas på ett generellt plan. Av den anledningen har vi utvecklat lojalitetsbegreppet genom identifiering och beskrivning av sju olika typer av lojaliteter, vilka utvärderas i relation till troheten till företaget, engagemanget till köpprocessen och engagemanget till företaget. / Background: The commercial airline business is facing keen competition from low fares airlines. Air transport has also been effected by incidents like terrorist attacks and SARS. On top of this, the airlines are seeing a change in their customers’ behaviours, which makes it harder to foresee their purchases. The airlines know that the primary factor for choosing an airline is price, but it has proven to be difficult to identify other factors. Purpose: The purpose of our master thesis is to increase the comprehension about leisure travellers’ buying behaviour, when choosing a specific airline. Further, we shall draw conclusions about factors that have an effect on loyalty within the commercial airline business. Research method: The master thesis is based on an empirical study. 48 interviews have been conducted with leisure travellers, and four with staff members from the marketing department at Scandinavian Airlines Sverige AB; one independent interview with a professor at Stockholm School of Economics was also conducted. Results: Our study confirms the importance of price when choosing a specific airline, but we have also seen that other value-based factors have an influence on the choice; among other things kind treatment from the airline staff. To be able to describe the leisure travellers’ buying behaviour, we developed a suited hierarchy of needs for the commercial airline business, based on Maslow, where you can find different value-based factors. Our results show that the leisure traveller sees the flight only as a transport, when travelling domestic or within Europe, and therefore searches for an easy way of travelling to the best price available. When travelling on intercontinental flights, customers attach more importance to other values. The study has also shown that the leisure travellers’ motives for repurchasing from the same airline cannot be described on a general level. We have therefore developed the concept of loyalty by identifying and describing seven types of loyalties. All are being evaluated in relation to the loyalty to the company, the commitment to the buying process and the commitment to the company.

abstract: This action research study focused on the beginning teacher attrition issues plaguing schools today. Specifically, this project explored a way to support out-of-state beginning teachers, who are traditionally difficult to retain. While there is literature on teacher retention, the retention of out-of-state teachers has not been well examined. Maslow's hierarchy of needs theory and Bandura's self-efficacy theories provided a foundational understanding of this group's needs. This study utilized interactive support sessions for six out-of-state beginning teachers that had five face-to-face sessions and required the teachers to submit weekly reflections between sessions using an iPad and app that allowed teachers to design their reflections using digital images, words, and/or narration. These weekly digital reflections, mapping activities collected during the support sessions, a pre- and post-innovation questionnaire, and interviews provided insights on the impact of these supports, as well as changes that occurred in self-perceptions. The results of this study indicate the challenge and complexities of being an out-of-state beginning teacher. The data showed that the teachers must first have had their basic needs met before they could fully explore and settle into their new identities and role as the classroom teacher. The data also indicated that intentionally teaching these teachers strategies around resiliency, stress management, and self-advocacy was useful for navigating their first semester. The supportive community that developed within the group emerged as a significant finding, and showed the importance of support structures for new teachers, especially for those who are struggling with both a new job and new community. / Dissertation/Thesis / Doctoral Dissertation Leadership and Innovation 2015

Due to the pandemic, along with the growth of current technology, working remotely is becoming more feasible. As a result digital nomadism has become a viable alternative as a career. The emerging literature on digital nomadism focuses mainly on lifestyle descriptions, with less attention given to potentially understand digital nomads and their needs (Wang et al. 2018). In this research the author will apply uses and gratification theory to describe the gratifications that motivates digital nomads and their means of communication combined with Maslow’s Hierarchy of Needs to determine if the needs of digital nomads have changed during the course of the pandemic. The aim of this thesis is to provide terminological and philosophical insights on the idea of digital nomads and their future.   Since the start of the pandemic the discussions whether remote work is the future has been fluctuating to say the least. Big companies have introduced a “work from anywhere” model meaning that their employees will have the possibility to choose if they want to be remote after the pandemic (CNBC, 2021). Prior to this, digital nomads were already fully remote. This could be the ideal time and subject to study to gain further understanding if the digital nomad phenomenon has changed. Moreover, if there has been an increase or decrease in interest regarding a remote future while aiming to understand the future remote workforce.

It is well recognized that due to customers’ ever-growing material and cultural needs for a better life, an increasing number of people choose to experience premium hotels on their work trips or personal travels to keep top-tier elite membership of premium hotels. Previously, most luxury consumption research showed that higher needs drive consumer behaviour, such as identifying recognition and self-esteem. However, many people still focus on achieving job tasks, increasing income, or saving money by their membership. This phenomenon brings a puzzle about whether keeping top-tier elite membership of premium hotels is driven by spiritual needs or economic needs. To address that, this study drew on Maslow’s Hierarchy of Needs Theory. It investigates the effects of spiritual needs (higher need) and economic needs (lower need) on consumer willingness to keep top-tier elite membership of premium hotels and how individual education levels moderate these effects. This study administers an online questionnaire-based survey among top-tier elite membership owners of premium hotels in mainland China. It uses the PLS-SEM technique to analyse the 150 valid questionnaires we collected. Our empirical findings indicate that spiritual needs, instead of economic needs, are the key driver to encourage consumers to maintain their top-tier elite membership of premium hotels. Furthermore, we uncover the moderating effect of individual education level and determine that the positive impact of spiritual needs on consumer willingness to keep top-tier elite membership of premium hotels is strengthened among highly educated people. Therefore, this study mainly reinforces the theoretical and practical value of Maslow’s Hierarchy of Needs in luxury consumption research and extends its application, meanwhile, advances the research on luxury consumption and particularly in top-tier elite members of premium hotels.

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Covid-19 has had an impact on people's everyday life all around the world. The purpose of this thesis was to understand how the Covid-19 pandemic has affected young adults and their consumer behavior and use of digital food e-commerce in Sweden, and to increase knowledge about the importance of human centered design such as User Experience. This was examined through a qualitative method. Six informants between the ages of 18-34 living in different parts of Sweden were interviewed regarding their buying behavior and use of digital food services before, during and after the pandemic. Based on previous research on buying behavior and Maslow's Hierarchy of Needs in connection with User Experience, the results of this study could be used to create design proposals for designers in the future. This essay concluded that different behaviors and needs have developed in users as a result of Covid-19 since everyone reacted and acted differently regarding the pandemic. Risk attitude and where people were living were the major contributing factors (Marinković &amp; Lazarević, 2021). In order to succeed in designing food e-commerce platforms, designers should adapt to personal needs (Yu &amp; Wu, 2010). The most obvious needs that were identified in the survey were flexibility, simplicity, time and price. The results also showed that users partially returned to the physical trade after the virus was no longer classified as a dangerous disease (Folkhälsomyndigheten, 2022). The needs that were directly linked to the crisis are therefore not likely to remain. A company with a lack of focus on consumer needs will suffer because consumers will seek other services that are more user friendly. When designing future food e-commerce it is important to fulfill all needs expressed by the target group, as these are crucial for users' User Experience (Geng &amp; Guo, 2022), (Yu &amp; Wu, 2010). A concrete example of this is a service which, according to the user, is perceived as affordable, fun and flexible and which can be used both in physical and digital stores. / Covid-19 bidrog till en omställning av människors liv över hela världen. Syftet med uppsatsen var att öka förståelsen för hur följden av Covid-19 påverkat unga vuxnas köpbeteende och användning av digitala mattjänster i Sverige, samt öka kunskapen och vikten av användarcentrerad design som till exempel User Experience. Detta undersöktes genom en kvalitativ metod. Sex informanter mellan åldrarna 18–34 bosatta i olika delar av Sverige intervjuades gällande köpbeteende och användning av digitala mattjänster innan, under och efter pandemin. Med avstamp i tidigare forskning kring, köpbeteende, Maslows behovshierarki kopplat till User Experience kunde resultatet användas för att skapa designförslag till framtida designers. Denna uppsats kom fram till att olika beteenden och behov har utvecklats hos användare till följd av Covid-19 eftersom alla reagerade och agerade olika på pandemin. Riskattityd och boendesituation var de största bidragande faktorerna (Marinković &amp; Lazarević, 2021). För att lyckas med design av e-handelsplattformar med livsmedel bör de anpassas efter de personliga behoven och drivkrafterna (Yu &amp; Wu, 2010). De tydligaste drivkrafterna som gick att identifiera i undersökningen var smidighet, enkelhet, tid och pris. Resultatet visade även att användare delvis återgick till fysisk handel efter att viruset inte längre klassades som en allmänfarlig sjukdom(Folkhälsomyndigheten, 2022). De behov som var direkt kopplade till krisen kommer sannolikt därför inte att kvarstå. Ett företag med bristande fokus på konsumentens behov blir lidande i form av att konsumenten söker sig till andra tjänster. Vid designandet av framtida e-handlar med livsmedel bör målgruppens samtliga behovsnivåer uppfyllas då dessa är avgörande för användares User Experience (Geng &amp; Guo, 2022), (Yu &amp; Wu, 2010). Ett konkret exempel på detta är en tjänst som enligt användaren upplevs som prisvärd, rolig och smidigt och som går att nyttja både i fysisk butik samt digitalt.

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SAMMANFATTNING: Problem Från 2013 till och med april 2016 har Sverige tagit emot 309.669 asylsökande. De stora vågorna av asylsökande som har kommit understryker behovet av att ge de optimala förutsättningarna för att anpassa sig och integreras i samhället. Hur snabbt och i vilken grad asylsökande lyckas att socialiseras och integreras i samhället är relaterat till de grundläggande villkoren som t.ex. språkträning och samhällsorientering. Denna studie undersöker vilka möjligheter och hinder asylsökande får för att lära sig svenska och höja sina chanser till integration. Metod I studien användes en mixad metod (kvalitativ och kvantitativ). Genom kvalitativa intervjuer med personal och volontär lärare, har sju verksamheter (ABF, NBV, Biblioteket, Vuxenskola, BILDA, Folkuniversitet och Röda Korset) undersökts. Genom en enkät med strukturerade frågeformulär, undersöktes 183 asylsökande vad gäller olika faktorer som påverkar tillgänglighet till språkundervisning och motivation för studier och språklig praxis. Enkäterna delades ut i: Jönköping, Nässjö, Bodafors, Viebäck, Vetlanda, Sävsjö, Värnamo, Vaggeryd, Tokeryd och Skillingaryd. Resultat Kvalitativa delen: De intervjuade säger att det är viktigt att erbjuda svenskundervisning till asylsökande från första dagen de kommer till Sverige. Lärarna lyfter upp frågan om att det finns flera brister som utgör svårigheter för verksamheterna så att de kan erbjuda kvalitativ och tillräcklig undervisning. Kvantitativa delen: Motivationen till språkinlärning påverkas av flera faktorer: tiden sedan ankomst, motivationen till och deltagande i språkundervisning. Trots likheter i utbildning och språkkunskaper mellan könen ändå uppstår könsskillnader i praktisk tillämpning och integration. Slutsats Asylsökande strävar efter att bli en del av det svenska samhället. Det finns könsskillnader i praktisk tillämpning och integration. Förutsättningarna för att lära sig svenska språket är inte tillräckligt bra, p.g.a. informationsbrist eller försening av informationen om erbjuden svenskundervisning, för få erbjudna undervisningstimmar, placering utanför samhället, ekonomiska hinder och bristen på barnomsorg, som även påverkar möjligheten att lära sig svenska och integrera sig i samhället. / ABSTRACT Problem From 2013 to April 2016, Sweden has received 309,669 asylum seekers. The great waves of asylum seekers who have come underscores the need to provide the optimal conditions to adapt and integrate into society. How fast and to what degree they manage to socialize and integrate into society is related to the basic conditions such as language training and civic orientation. This study examines the opportunities and obstacles for asylum seekers to learn Swedish and increase their chances to integrate. Method The study used a mixed method (qualitative and quantitative) approach. Through qualitative interviews with staff and volunteer teachers, has seven such activities as (ABF, NBV, Library, Adult education” Vuxenskola”, BILDA, Folkuniversitet and Red Cross) investigated. Through a questionnaire with structured questionnaires, examined 183 asylum seekers in terms of factors that affect the availability to the teaching and motivation for study and linguistic practices. The questionnaires were distributed in Jönköping, Nässjö, Bodafors, Viebäck, Vetlanda, Sävsjö, Värnamo, Vaggeryd, Tokeryd and Skillingaryd. Result Qualitative part: Those interviewed said that it is important to offer Swedish tuition for asylum seekers from the first day they come to Sweden. Teachers raise the issue that there are several shortcomings that make difficulties for businesses so that they can provide quality and adequate education. Quantitative part: The motivation for language learning is influenced by several factors: among them, the time since arrival the motivation for and participation in language teaching. Despite similarities in education and language skills between the sexes, still significant gender differences in the practical application and integration. Conclusion Asylum seekers strive to become a part of Swedish society. There are gender differences in the practical application and integration. The conditions for learning the Swedish language is not good enough, because lack of information or delay of information for offered Swedish teaching, too few offered teaching hours, location outside of society, economic barriers and the lack of childcare, which also affects the ability to learn Swedish and integrate into society.