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Perceived Value: How Changes to Frequent Flyer Rules and Benefits can Influence Customer Preferences

Abstract
The purpose of this study is to examine the impact of changes made to rules and benefits with frequent flyer programs. A secondary objective of the study is to determine how rewards influence repeat purchase intentions and the role of frequent flyer programs in customer initiation and retention. Data will be collected using a mixed methodological perspective, consisting of focus groups and questionnaire. Conclusions will be drawn about the effectiveness of a frequent flyer program as a marketing tool for airlines.
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event
event
Date
2011-01-06
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