A Countermeasure Study On The Premier Member Churn Of H Airlines

Chinese macroeconomic increase and social progress bring out market demand and provide stable development environment for the air transport industry.Correspondingly,the quantity of regular members of H airline company,an operator of international and domestic air business,is on the increase every year.But paradoxically,the number of its premier members decreases year by year.As the payment of premier member is one of its main sources of revenue,the premier member churn lowers the company’s profits and declines its competitive ability.This paper researches tactics against the premier member churn for H airline company by using the normative research method,questionnaires method,statistics and interviewing method.Through the practical analysis of the phenomenon and cause of its premier member churn,and the help of customer relationship management theory,this paper develops the tactics and finally provides the guarantee of implementation of these tactics.The research shows that H airline company should inculcate the customer-oriented service notion and standard of conduct to prevent and reduce the premier member churn.H airline company should attach importance to promote the quality of service from these five respects of premier members:satisfaction,loyalty,lifecycle,value,maintenance,and make great efforts to solve the problem of the service.This paper provides the theoretical support and empirical materials for countermeasures to reduce premier member churn,and it is the extension and development of the study of premier member churn.At the same time,this paper will play a guide role in operating activities of airline company.