Frequent flyer programs: a failure in competitive strategy, with lessons for management

Abstract

Discusses frequent flyer programs, promotional programs aimed at increasing brand loyalty among the important business travel market segment. Shows how what seemed like a good marketing strategy has turned into a nightmare for nearly all parties concerned; airlines have found that the programs cost more than they are worth. Draws lessons from the airline frequent flyer programs that might be of interest to any marketing manager who is interested in using promotional programs to create competitive advantage.

Citation

Kearney, T.J. (1989), "Frequent flyer programs: a failure in competitive strategy, with lessons for management", Journal of Services Marketing, Vol. 3 No. 4, pp. 49-59. https://doi.org/10.1108/EUM0000000002499