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Ett attraktivare företagserbjudande – en fallstudie på SJ AB

Björnek, Malin and Janson, Joanna (2017) MIO920
Production Management
Abstract
Purpose: The purpose of this study is to generate and provide suggestions for
strategic actions, adjusted to conditions on the market, on how train operators,
operating in a mature, saturated and highly competitive passenger transportation
industry, should create an attractive customer offer for business travellers.
Methodology: This study is based on a case study of the Swedish train operator SJ.
To fulfil the purpose of the study, both primary and secondary data have been
collected. The primary data has been collected through interviews with SJ's
corporate customers, and through a survey with SJ's business travellers. Secondary
data consists of previous studies on business travellers, and on travel management.
Thus, both... (More)
Purpose: The purpose of this study is to generate and provide suggestions for
strategic actions, adjusted to conditions on the market, on how train operators,
operating in a mature, saturated and highly competitive passenger transportation
industry, should create an attractive customer offer for business travellers.
Methodology: This study is based on a case study of the Swedish train operator SJ.
To fulfil the purpose of the study, both primary and secondary data have been
collected. The primary data has been collected through interviews with SJ's
corporate customers, and through a survey with SJ's business travellers. Secondary
data consists of previous studies on business travellers, and on travel management.
Thus, both qualitative and quantitative data have been used in this study.
Theory: In order to fulfil the purpose of the study, several theoretical concepts and
models have been used, which together form the theoretical framework of the
study. To be able to define the service that the case company SJ is offering, the
model Three Levels of Service Package by Grönroos is applied. In order to
understand the context in which travel companies are operating, theories
concerning the triadic business interactions as well as the ‘hybrid’ character of the
market, where both the corporate customer and the business traveller can be seen
as customers, are being used. Furthermore, Kotler's model of consumer buying
behavior as well as his model of business buyer behaviour are used to understand
how both the corporate customers and the business traveller make their purchase
decisions. Finally, theory is presented about how loyalty is created between
companies and customers, which can be done through relevant and customized
offers.
Empirics: In the empirics section the case company, SJ, is described on a general
level. Further, the company department SJ Företagsförsäljning, is described more
thoroughly, as well as SJ’s service offering. A market analysis is conducted to
provide a deeper understanding of SJ’s competition and the relation between
market share for train/airplane traffic and traveling time. Primary and secondary
data describe whom the business travellers are, the business travellers’ preferences,
7
as well as general trends in travel management and how SJ’s corporate customers
organize travel management work.
Analysis and conclusions: The result of this study shows that the business
traveller is the one who makes the final decision regarding what mode of
transportation he or she will use for business travels. The study also shows that a
functioning core service, that is to say good punctuality, suitable departures, is
crucial when business travellers choose mode of transportation. The study
concludes that the case company SJ should focus on strengthening their business
travel offer by improving the internet connection, by simplifying aspects
concerning travel booking and by introducing a lower price on flexible tickets.
Furthermore, SJ should try to facilitate for the business traveller to make a
conscious decision when choosing mode of transportation. Finally, SJ should
introduce an improved segmentation of their corporate customers, in order to create
an as relevant company offer as possible. (Less)
Please use this url to cite or link to this publication:
author
Björnek, Malin and Janson, Joanna
supervisor
organization
course
MIO920
year
type
M1 - University Diploma
subject
keywords
Business travel industry, business travellers, business travel, travel management, travel companies, travel policy, travel agencies, train operators, loyalty, corporate programs
other publication id
17/5577
language
Swedish
id
8919152
date added to LUP
2017-06-27 13:57:46
date last changed
2018-03-21 12:17:44
@misc{8919152,
  abstract     = {Purpose: The purpose of this study is to generate and provide suggestions for
strategic actions, adjusted to conditions on the market, on how train operators,
operating in a mature, saturated and highly competitive passenger transportation
industry, should create an attractive customer offer for business travellers.
Methodology: This study is based on a case study of the Swedish train operator SJ.
To fulfil the purpose of the study, both primary and secondary data have been
collected. The primary data has been collected through interviews with SJ's
corporate customers, and through a survey with SJ's business travellers. Secondary
data consists of previous studies on business travellers, and on travel management.
Thus, both qualitative and quantitative data have been used in this study.
Theory: In order to fulfil the purpose of the study, several theoretical concepts and
models have been used, which together form the theoretical framework of the
study. To be able to define the service that the case company SJ is offering, the
model Three Levels of Service Package by Grönroos is applied. In order to
understand the context in which travel companies are operating, theories
concerning the triadic business interactions as well as the ‘hybrid’ character of the
market, where both the corporate customer and the business traveller can be seen
as customers, are being used. Furthermore, Kotler's model of consumer buying
behavior as well as his model of business buyer behaviour are used to understand
how both the corporate customers and the business traveller make their purchase
decisions. Finally, theory is presented about how loyalty is created between
companies and customers, which can be done through relevant and customized
offers.
Empirics: In the empirics section the case company, SJ, is described on a general
level. Further, the company department SJ Företagsförsäljning, is described more
thoroughly, as well as SJ’s service offering. A market analysis is conducted to
provide a deeper understanding of SJ’s competition and the relation between
market share for train/airplane traffic and traveling time. Primary and secondary
data describe whom the business travellers are, the business travellers’ preferences,
7
as well as general trends in travel management and how SJ’s corporate customers
organize travel management work.
Analysis and conclusions: The result of this study shows that the business
traveller is the one who makes the final decision regarding what mode of
transportation he or she will use for business travels. The study also shows that a
functioning core service, that is to say good punctuality, suitable departures, is
crucial when business travellers choose mode of transportation. The study
concludes that the case company SJ should focus on strengthening their business
travel offer by improving the internet connection, by simplifying aspects
concerning travel booking and by introducing a lower price on flexible tickets.
Furthermore, SJ should try to facilitate for the business traveller to make a
conscious decision when choosing mode of transportation. Finally, SJ should
introduce an improved segmentation of their corporate customers, in order to create
an as relevant company offer as possible.},
  author       = {Björnek, Malin and Janson, Joanna},
  keyword      = {Business travel industry,business travellers,business travel,travel management,travel companies,travel policy,travel agencies,train operators,loyalty,corporate programs},
  language     = {swe},
  note         = {Student Paper},
  title        = {Ett attraktivare företagserbjudande – en fallstudie på SJ AB},
  year         = {2017},
}