Relationship Marketing Strategy and implementation

Table 6.2.9 Airline performance ratings –1985 IAPA Survey*

The ten airlines most frequently flown by members (%)

1 British Airways 73.4
2 Lufthansa 53.8
3 Air France 51.8
4 Swissair 51.6
5 KLM-Royal Dutch Airlines 47.7
6 Pan Am 45.1
7 Eastern 37.6
8 Alitalia 32.9
9 TWA 32.2
10 SAS-Scandinavian Airlines 32.0

The six airlines most preferred by IAPA members†(%)

International members: UK members:

1 Swissair 40.1 1 British Airways 48.2
2 Lufthansa 27.5 2 Swissair 29.0
3 Singapore Airlines 26.4 3 British Caledonian Airways 26.0
4 British Airways 21.8 4 Singapore Airlines 20.7
5 KLM-Royal Dutch Airlines 20.4 5 KLM-Royal Dutch Airlines 18.8
6 Cathay Pacific Airways 16.2 6 Lufthansa 17.7

Creating and implementing relationship marketing strategies 495

Table 6.2.8 BA’s share of world scheduled air traffic

Year World BA’s Share of Total Share of

international RPKs (m) international world total

RPKs (bn) RPKs (%) RPKs (bn) RPKs (%)

1984 555 34 206 6.16 1277 2.68

1985 590 38 386 6.51 1367 2.81

1986 603 41 334 6.85 1452 2.85

1987 688 41 356 6.01 1589 2.60

1988 761 49 123 6.46 1705 2.88

1989 824 57 795 7.01 1780 3.25

1990 893 61 915 6.93 1894 3.27

1991 860 64 734 7.53 1843 3.51

1992 986 65 896 6.68 1967 3.35