Evaluating Customer Preference Values for FFP Reward Services in Airlines
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This paper focuses on frequent flyer programs (FFPs), which have been used for a long time by most airlines as a powerful marketing tool. The preference for FFP reward services and the customer perceived values for mileage points differ among FFP members. Airlines should design a customer－oriented reward service based on customer preference to motivate the usage of mileage points. The intention for using mileage points is affected by various kinds of attributes such as reward items, consuming mileage points for rewards and time of usage. In this paper, we have focused on evaluating customer perceived values of attributes of FFP reward services. A conjoint analysis model is applied to get the preference value of each attribute. Some empirical experiments are conducted in relation to Korean customers. From the empirical survey, the preference values of attributes are evaluated for different scenarios with respect to the number of mileage points. With the preference values of attributes, we can find several implications for airlines regarding the development of various FFP strategies.
Abstract
This paper focuses on frequent flyer programs (FFPs), which have been used for a long time by most airlines as a powerful marketing tool. The preference for FFP reward services and the customer perceived values for mileage points differ among FFP members. Airlines should design a customer－oriented reward service based on customer preference to motivate the usage of mileage points. The intention for using mileage points is affected by various kinds of attributes such as reward items, consuming mileage points for rewards and time of usage. In this paper, we have focused on evaluating customer perceived values of attributes of FFP reward services. A conjoint analysis model is applied to get the preference value of each attribute. Some empirical experiments are conducted in relation to Korean customers. From the empirical survey, the preference values of attributes are evaluated for different scenarios with respect to the number of mileage points. With the preference values of attributes, we can find several implications for airlines regarding the development of various FFP strategies.
참고문헌 (21)
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