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Module Twelve - Loyalty Programmes

Module Twelve - Loyalty Programmes PDF Author: Gary L Parker
Publisher: Gary L Parker
ISBN:
Category : Business & Economics
Languages : en
Pages : 19

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Book Description
In the introduction module, we discussed deregulation and how it opened the passenger transportation business to newcomers, which contributed to increased competition and the beginning of discounted fares. Frequent traveller programmes are also an example of marketing innovations from that time. In this module, we begin by looking at the history of loyalty programmes, customer choice and experience, and its components. The second part focuses on how alliances and partnerships increase the strength of loyalty offerings. The next section is on how low-cost carriers and smaller carriers address loyalty. The last section is on how loyalty and revenue management work together.