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The potential of loyalty programs for leisure carriers
Type
conference paper
Date Issued
2019
Author(s)
Marchetti, Mara
Abstract (De)
Purpose of research
The aim of this paper is to assess the potential of loyalty programs, which reward loyal passengers flying mainly for leisure purposes with an airline
Brief introduction to research design
This empirical, quantitative work includes an online survey. In total, 247 individuals participated in the enquiry. 190 respondents answered all questions completely. The whole sample consists of inflight and online surveys. A KANO approach was used to find implicit results in addition to answers on explicit questions.
Findings
The results show the capability of a loyalty program to add value to the passenger experience of leisure carries. Passengers highly appreciate services like free seat reservations, surprises, additional or individualized services and collection as a group. The highest potential is seen in a loyalty program that focuses on characteristics that drive attitudinal loyalty in addition to behavioral loyalty, aiming to collect customer data and to build up an emotional relationship with the customer.
Originality / contribution
The relevance lies in the question, how leisure carriers can better bind their customers. Especially leisure carriers, which operate under the roof of a large network carriers, often need to redeem miles points of customers flying on vacation with miles they collected on business trips with other partner airlines. Hence, leisure carriers have to think about how to bind customers, who actually create value to them, not to others. This research approaches this relevant issue.
The aim of this paper is to assess the potential of loyalty programs, which reward loyal passengers flying mainly for leisure purposes with an airline
Brief introduction to research design
This empirical, quantitative work includes an online survey. In total, 247 individuals participated in the enquiry. 190 respondents answered all questions completely. The whole sample consists of inflight and online surveys. A KANO approach was used to find implicit results in addition to answers on explicit questions.
Findings
The results show the capability of a loyalty program to add value to the passenger experience of leisure carries. Passengers highly appreciate services like free seat reservations, surprises, additional or individualized services and collection as a group. The highest potential is seen in a loyalty program that focuses on characteristics that drive attitudinal loyalty in addition to behavioral loyalty, aiming to collect customer data and to build up an emotional relationship with the customer.
Originality / contribution
The relevance lies in the question, how leisure carriers can better bind their customers. Especially leisure carriers, which operate under the roof of a large network carriers, often need to redeem miles points of customers flying on vacation with miles they collected on business trips with other partner airlines. Hence, leisure carriers have to think about how to bind customers, who actually create value to them, not to others. This research approaches this relevant issue.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
None
Pages
21
Event Title
ATRS Conference
Event Location
Amsterdam
Subject(s)
Division(s)
Eprints ID
258624