Жапаралиева Жылдыз -
Research of Hierarchiсal Loyalty Programs Value for Clients
The research touches upon the factors of the effective frequent-flyer programs (FFP). The concern in the global airline FFP program is the low number of active members and Russian air companies are not exception. Many travel loyalty program participants don’t even involve in dialogue with the program they’ve applied. Currently, the leading airlines use two approaches of loyalty program - distance-based (American airlines, Singapore) and revenue-based (Lufthansa, Delta and United) and co-branded credit cards as a prominent instrument in substantially boosting earning streams. The main part of Russian airlines uses distance-flown FFP and has on average partnership with two banks. The novelty of this paper is elaboration factors of the distance-flown and revenue-based program for Russian airlines. The main goal of this investigation is crafting proposals to optimize Russian airlines existing loyalty programs by taking into consideration global trends and marketplace ideas. For practical part of the research was used wide online -survey. The subject of the investigation is young loyalty program members, including millennials (born early 1980s to early 1990s) and generation z (1995-2010). the recommended solution for Russian airlines is to implement the mix model, which balances the interests of short-haul, non-elite, price-sensitive, long-range travelers and short-distance, elite, premium-fare, business passengers. Additionally, was suggested other recommendations, which will help to boost active members amount and expand partnership networks.
Текст работы (работа добавлена 29 мая 2018г.)