Kunddriven tjänsteutveckling? - en kvalitativ studie av Scandinavian Airlines.
The deregulation during the last decade within the airline businesses have called upon a more fierce competition among airlines. This fact forces airlines to continuously focus on service development in order to offer attractive solutions to satisfy customers changing needs and stay competitive. This paper focuses on service development at Scandinavian Airlines. The aim of this case study is to examine the sources of information used in service development and new service development at Scandinavian Airlines. Further the aim is to examine whether information derived from customers can be shown to play a more important role in either service development or new service development. Due to the changes on the marketplace, customers have become a potential and more important source of information in service development. As customers are the actual users, they possess unique knowledge of companies services, therefore information from customers helps to facilitate the development of new and competitive service offerings. The use of information generated from technology has contributed to the possibility of producing and consuming services without physical interaction between customer and company. Technology also contributes to producing services at lower cost, helping companies maximise profitability. Market based information is in no greater need of analysis and is therefore frequently used at Scandinavian Airlines, as a source of information. The results of this paper are as follows; the sources of information; technology, market and customer are all used in different combinations in service development. The odds are in favor for SAS ability to use the customer information for service development, despite this we have come to the conclusion that information from customers are more then once overlooked in favour of other sources of information. The customer could only be found as information source for service development since no new service developments could be shown at Scandinavian Airlines.