Globl Airline Allince Assignment Example | Topics and Well Written Essays - 2250 words

Globl Airline Allince - Assignment Example Due to its huge success in beoming the leding irline llince in the globl vition business, the compny hs been voted Best irline llince by Skytrx in 2003 nd 2005. From its erly beginnings in 1997 with five founding irlines, 14 member irlines now come under the Str llince fold: ir Cnd, ir New Zelnd, N, ustrin irlines, bmi british midlnd, Lud ir, Lufthns, Mexicn, SS Scndinvin irlines, Singpore irlines, Thi irwys Interntionl, Tyrolen irwys, United irlines nd VRIG. Tody Str llince ircrft tkes off or lnds every four seconds to one of 729 irports in 124 countries, providing customers with truly globl rech. Focusing on customer priorities, Str llince irlines hve concentrted on hrmonising timetbles to reduce trnsfer times t irports nd offer semless worldwide trvel. In addition to reducing customer turnover, important reason supporting the importance of customer satisfaction is the belief that a satisfied customer base is likely to be a firm's single greatest source of sustainable competitive advantage (Sriram et al., 1992). This implies that a loyal customer base is an asset composed of the discounted present value of the future stream of profits from a continuing relationship. Str llince hs lso responded to the customer's need for recognition by linking ll irline frequent flyer progrmmes thus llowing pssengers to ccrue nd redeem milege cross the network. To celebrte the 5th nniversry Str llince hs lunched promotion llowing members of the irline loylty progrmme to ern up to 55,555 bonus miles by flying five different Str llince crriers. Whilst trvelling round the world, Str llince customers hve ccess to more thn 500 irport lounges offering quiet escpe from the bustle of busy interntionl irports. Included in this list is dedicted Str llince lounge in Zurich, which hs been rted by the industry s mong the ten best in the world. t mny of the irports served, Str llince irlines hve moved their fcilities into the sme terminl to mke trnsfers quicker nd more convenient for pssengers. mjor brek through ws chieved in 2000 for Str llince with the lunch of StrNet, linking ll the irline computer networks together enbling the swift nd esy exchnge of informtion. This rel time ccess llows quick nd esy response to pssenger requests gin chieving smooth trvel experience. further notble dvnce in the IT sector is the introduction of mobile services vi the Str llince website. Customers cn ccess the thousnds of connections being offered by the member irlines nd cn no downlod the timetble either to their computers or plm held devices. More thn 10,000 visitors log onto the Str llince website dily. cting successfully on the world ren nd in the irline mrket, Str llince becme the best globl customer due its excellent brnd promotion nd dvertisement cmpign. The company followed brand communication strategy in order to reach its goals of successful communicator on a world arena. In its communication strategy, Star Alliance used techniques of marketing communication strategy when using cognitive response to marketing interventions. The company used collective mental processes (memory, language, consciousness) of the theory in order "to combine information into knowledge structures for decision-making" (Blythe, 2000)In the erly 1997, Str