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Loyalty marketing and frequent flyer programmes: Attitudes and attributes of corporate travellers

Adelaide Institute of TAFE, rwhyte{at}adel.tafe.sa.edu.au

This study examines the concept of relationship marketing through the application of airline frequent flyer programmes in Australia. It was found that the schemes create spurious loyalty and that the issue of loyalty is much broader than merely accepting repeat purchase as a proxy for customer satisfaction. Rather it is the conditions and circumstances surrounding the relationship and how it is maintained that were found to be important factors. It was concluded that the schemes are not meeting their objectives.

Key Words: loyalty marketing • relationship marketing • frequent flyer programmes (FFPs) • corporate travellers • Australia

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