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Research On Frequent Flyer Program Of Airlines Based On Customer Relationship Management

Posted on:2005-03-27Degree:MasterType:Thesis
Country:ChinaCandidate:M ShaoFull Text:PDF
GTID:2156360152966091Subject:Business Administration
Abstract/Summary:PDF Full Text Request
With the rapid development of market economy and the assimilation of aviation products , the focus on price and service competition among airlines is gradually shifting to customer competition. Thus, Frequent Flyer Program(FFP) appears. As a non-price marketing tactic, FFP is widely carried out by airlines. With the development of e-business, foreign airlines generally apply CRM to improve service capability for Frequent Flyer, and to strengthen its core competence. But the application of CRM is still in the rudimentary stage in China.The thesis, taking A as a case, employs customer-centered CRM philosophy and methods to give an analysis of the operation and development of A FFP, and makes clear the current situation of FFP customer relationship. It studies CRM value chain of A FFP, including customer value analysis, customer intimacy, network development ,value solutions, relationship management and supporting conditions.The thesis analyses the historical value of A FFP and presents customer value matrix and corresponding tactics about resource allocation and customer acquisition and retention. The thesis also analyses the characteristicand the value sensitivity of high-valued customer ,and puts forward the solution of service, information, customer communication and relationship management. In order to apply CRM to FFP widely, the thesis also puts forward the solution of network integration and the improvement proposition of culture, human resource, business process, IT process and organization .
Keywords/Search Tags:Frequent Flyer Program (FFP), Customer Relationship Management (CRM), CRM Value Chain, Customer Relationship, Customer Value Analysis
PDF Full Text Request
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