TY - THES AU - Ziörjen, Matthias T1 - A cross industry analysis of customer loyalty drivers in the tourism sector to evaluate new alternatives or additions for the Swiss Int. Airlines business customer loyalty program DA - 2022 CY - Chur PB - Fachhochschule Graubünden A3 - Wittmer, Andreas AB - Customer loyalty has become a core driver of success for many enterprises. The reasons for this evolution can be found in globally competitive markets, rapidly developing technologies, and swiftly changing trends. For companies, loyalty reduces the cost of acquiring new customers, increases willingness to pay for subsequent purchases, and creates income stability. Swiss International Airlines, which is a part of the Lufthansa Group, offers many appealing loyalty programs and tools. It has however always been hard to approach small and medium enterprises as they require fewer flights and show heterogeneous needs.  This bachelor thesis takes an explorative approach and interviews experts from other industries who work with business travelers and SME clients to find out more about their applied loyalty methods, strategies, and their customer needs. The found insights are then compared with Swiss Int. Airlines current methods to possibly improve them or give new perspectives. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -