Relationship Marketing Strategy and implementation

Creating and implementing relationship marketing strategies 493

Table 6.2.5 Comparative financial performance of selected airlines

1987 1988 1989 1990 1991 1992 1993 1994 1995

Total trading income

British Airways (UK) 100 115 130 148 151 160 171 193 220

Singapore Airlines (Singapore) 100 115 131 146 142 156 162 179

Delta Air Lines (USA) 100 130 152 161 172 204 226 232 229

Lufthansa (Germany) 100 107 118 131 146 156 160

Air France (France) 100 97 107 131 135 903 874

Southwestern Airlines (USA) 100 111 130 152 169 217 295 333

Pre-tax profit

British Airways 100 141 165 213 80 176 114 186 202

Singapore Airlines 100 135 222 292 236 225 192 177

Delta Air Lines 100 102 159 105 -112 -176 -146 -148 110

Lufthansa 100 123 142 40 -251 -267 -46

Air France 100 348 58 -10 81 -1960 -3819

Southwestern Airlines 100 294 382 257 151 505 893 1030

Net EPS

British Airways 100 102 118 166 64 172 117 152 133

Singapore Airlines 100 134 218 259 197 199 182 172

Delta Air Lines 100 107 159 98 -131 -180 -179 -175 69

Lufthansa 100 148 9400000

Air France 100 619 271 0 109000

Southwestern Airlines 100 293 378 262 150 463 751 872

Dividends per share

British Airways 100 168 188 215 215 247 258 281 314

Singapore Airlines 100 120 183 287 330 374 387 392

Delta Air Lines 100 120 120 170 120 120 70 20 20

Lufthansa 100 114 12100000

Air France 100 110 160 0 30000

Southwestern Airlines 100 102 108 112 115 122 135 138

Source: Datastream. Index 1987 = 100.