This study examines the concept of relationship marketing through the
application of airline frequent flyer programmes in Australia. It was found that
the schemes create spurious loyalty and that the issue of loyalty is much
broader than merely accepting repeat purchase as a proxy for customer
satisfaction. Rather it is the conditions and circumstances surrounding the
relationship and how it is maintained that were found to be important factors.
It was concluded that the schemes are not meeting their objectives.
Lewis, G.
,
Morkel, A.
,
Hubbard, G.
,
Stockport, G.
and
Davenport, S.
(1996) ‘Case Studies in Strategic Management in
Australia and New Zealand’, second edn,
Prentice Hall, Australia
.
2.
Gosnell, P.
(2000)
‘Frequent flyer inquiry’
, The Advertiser, 5th June, p.
11
.
3.
Browne, W.
,
Toh, R.
and
Hu, M.
(1995)
‘Frequent-flier programmes: The Australian experience’
, Transportation Journal, Vol. 35, No. 2,
pp.
35-44
.
4.
Aijo, T.
(1996)
‘The theoretical and philosophical underpinnings of relationship marketing’
, European Journal of Marketing, Vol. 30, No.
2, pp.
8-18
.
5.
Kearney, T.
(1989)
‘A failure in competitive strategy, with lessons for management’
, Journal of Services Marketing, Vol. 3, No.
4, pp.
49-59
.
6.
Arnesen, D.
and
Fleenor, C.
(1997)
‘The ethical dimensions of airline frequent flier programs’
, Business Horizons, Vol. 40, No. 1, pp.
47-56
.
7.
Beaver, A.
(1996)
‘Frequent flyer programs: The beginning of the end?’
, Tourism Economics, Vol. 2, No. 1, pp.
43-60
.
8.
Gilbert, D.
(1996)
‘Relationship marketing and airline loyalty schemes’
, Tourism Management, Vol. 17, No. 8, pp.
575-582
.
9.
Verchere, I.
(1993)
‘Transport: Frequent flyer programmes (FFPs)’
, EIU Travel and Tourism Analyst, Vol. 3, pp.
17-32
.
10.
Gronroos, C.
(1994)
‘From marketing mix to relationship marketing: Toward a paradigm
shift in marketing’
, Marketing Decision, Vol. 32, No. 2, pp.
4-20
.
11.
Bateson, J.
(1995) ‘Managing Services
Marketing’, third edn,
Dryden Press, Orlando
.
12.
McGoldrick, P.
and
Andre, E.
(1997)
‘Consumer misbehaviour: Promiscuity or loyalty in grocery shopping’
, Journal of Retailing and Consumer Services, Vol.
4, No. 2, pp.
73-81
.
13.
Beaver, ref. 7 above.
14.
Arnesen and Fleenor, ref. 6 above.
15.
Ibid.
16.
Dick, A.
and
Basu, K.
(1994)
‘Customer loyalty: Toward an integrated conceptual framework’
, Journal of the Academy of Marketing Science, Vol.
22, No. 2, pp.
99-114
.
17.
Browne et al., ref. 3 above.
18.
Ibid.
19.
Ibid.
20.
Beaver, ref. 7 above.
21.
Verchere, ref. 9 above.
22.
Barnes, J.
(1994)
‘Close to the customer; but is it really a relationship?’
, Journal of Marketing Management, Vol. 10, pp.
561-570
.
