Paper Title
Perceived Value: How Changes to Frequent Flyer Rules and Benefits can Influence Customer Preferences
Start Date
6-1-2011 4:00 PM
End Date
6-1-2011 4:45 PM
Track
2. Track 2 - Poster Session
Subject Area
Travel and Tourism
Faculty Member
Dr. Catherine Curtis - crcurtis@fiu.edu Dr. Jinlin Zhao - zhaoj@fiu.edu
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.
Keywords
loyalty marketing, loyalty programs, frequent flyer programs, reward programs
Perceived Value: How Changes to Frequent Flyer Rules and Benefits can Influence Customer Preferences
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.