publication . Doctoral thesis . 2007

Building Airline Passenger Loyalty Through an Understanding of Customer Value: A Relationship Segmentation of Airline Passengers

Leick, Ryan;
Open Access English
  • Published: 01 Oct 2007
  • Publisher: Cranfield University
  • Country: United Kingdom
Abstract
This thesis explores means of restoring profitability to the airline industry by cultivating intrinsically motivated brand loyalty between passengers and airlines in today’s fragile environment. The air transport industry is caught up in traditional transaction-based strategies. Airlines rely on archaic frequent flyer programs (FFPs) to maintain loyalty which deter customers from choosing alternative airlines by increasing the cost associated with switching. In contrast, other industries foster loyalty through relationship marketing to increase the customer’s value of the relationship. The objectives of this thesis are to 1) establish the link, if any, between p...
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