Návrh vernostného programu ako nástroja na zvýšenie zákazníckej lojality v leteckej spoločnosti

Abstract

This article focuses on airline loyalty programs. The main objective of the article is to design a loyalty program for an airline that will promote customer loyalty. The first chapter presents the theoretical framework, covering key concepts such as customer, customer loyalty, communication tools and customer segmentation in air transport. It also outlines essential insights into the concept and functioning of loyalty programs. The second chapter analyses eight existing airline loyalty programs, each introduced by a brief profile of the respective airline. The effectiveness of each loyalty programs is assessed based on a model that evaluates the system of earning and redeeming points as well as the benefits offered. Subsequently, a comparative analysis of the selected programs is conducted. The third chapter describes the objectives of the thesis and the fourth chapter deals with the methodology of thesis. The methods of literature search, analysis, comparison and questionnaire survey are used in the thesis. The fifth chapter presents the survey results, which serve as the basis for designing the proposed loyalty program. The proposal reflects current customer preferences and has the potential to enhance customer loyalty. The aim of the thesis is fulfilled through a comprehensive analysis, practical research, and the design of an applicable solution that may hold practical significance in the field of airline marketing anagement.