Open AccessThe effects of frequent flyer programs in the airline industry on customer loyalty
Author(s) -
Hande Şahin,
Ali Osman Kuşakçı,
Baboucarr Mbowe
Publication year - 2021
Publication title -
heritage and sustainable development
Language(s) - English
Resource type - Journals
ISSN - 2712-0554
DOI - 10.37868/hsd.v3i2.69
Subject(s) - loyalty , loyalty business model , business , marketing , advertising , perception , customer retention , brand loyalty , service (business) , psychology , service quality , neuroscience
Customer Loyalty Programs are one of the handiest tools to raise brand awareness, and secure long-term and strong ties between a brand and existing consumers. Airline companies have been using frequent flyer programs (FFPs) to retain customers with the expectation of increasing passengers’ loyalty levels. The purpose of this study was to examine the significance of FFPs for customer loyalty, which is of great help for customer retention in the civil aviation industry in the sample of passengers flying from the new Istanbul Airport. Furthermore, we questioned the effectiveness of various services and products offered within FFPs for loyalty, which is decomposed into two main components, behavioral, and attitudinal commitment of loyalty. We evaluated the significance of various demographic factors on passengers’ perception of FFPs services and privileges, and customer loyalty. The study confirmed the vital role of FFPs to build up brand loyalty, where profession, duration of the membership to FFPs, and gender are essential factors.