The relation of airline loyalty programs on loyalty, engagement and consumer perceived value
DOI:
https://doi.org/10.11606/issn.1984-4867.v33i1p95-116Keywords:
Loyalty programs, Benefits, Loyalty, Perceived value, EngagementAbstract
With the constant changes in the business world, the business environment has been marked by continuous transformations, developed from technological trends and competitiveness between companies. This study aimed to investigate the relationship between airline loyalty programs in creating perceived value, engagement, and loyalty. This is an exploratory and descriptive study of a quantitative nature. The survey method was adopted for data collection, in which a sample of 429 validated questionnaires was obtained. The data were collected on the social network Facebook and comprised the period from 18 and December 2019 to 9 February 2020. It used Structural Equation Modeling is used for data treatment and analysis. The study provides evidence that satisfaction is essential in this sector and that it can be a predictor of loyalty. The study shows the effects of benefits on satisfaction and, indirectly, on loyalty, perceived value, and engagement. This factor provides useful information showing the importance of the benefits for an audience considered to be of high purchasing power. The present study contributed to the literature by examining the relationships between symbolic, hedonic, and utilitarian benefits, adapted from the retail literature for airline loyalty programs.
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