Consumer engagement with airline loyalty programs in Brazil: perceptions regarding miles, importance and difficulties in managing miles

Detalhes bibliográficos
Autor(a) principal: Gavinho, Carolina de Paula Nunes
Data de Publicação: 2024
Outros Autores: Mayer, Verônica Feder,  Santos, Glauber Eduardo de Oliveira
Tipo de documento: Artigo
Idioma: por
Título da fonte: Turismo : Visão e Ação (Online)
Texto Completo: https://periodicos.univali.br/index.php/rtva/article/view/19662
Resumo: Mileage programs, also known as frequent flyer programs or airline loyalty programs, were created with the purpose of attracting and retaining air transport customers through a rewards system based on miles or points. Over the past few decades, these programs have grown and have become a vast, complex, and profitable market. In Brazil alone, there are more than 185 million active customers in airline loyalty programs. In order to expand the available knowledge about mileage program customers’ behaviour, a survey was conducted among 414 consumers in this market in Brazil. A combination of methodological approaches was used in the study. Firstly, the qualitative method of free association was employed to examine perceptions and meanings attributed by consumers to airline miles. The results indicate that people predominantly perceive miles as rewards and, to a lesser extent, as a form of currency. In the quantitative phase, we aimed to explain the determinants of consumer engagement with airline miles. The structural equation model supported the proposed hypothesis model, indicating that consumer engagement is determined by the importance attributed to miles and the inherent difficulties in managing this asset.
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spelling Consumer engagement with airline loyalty programs in Brazil: perceptions regarding miles, importance and difficulties in managing milesCompromiso del consumidor con los programas de fidelización de aerolíneas en Brasil: percepciones sobre las millas, importancia y dificultades en la gestión de millasEngajamento de consumidores com programas de fidelidade de companhias aéreas no Brasil: percepções em relação às milhas, importância e dificuldades na gestão das milhasMileage programs, also known as frequent flyer programs or airline loyalty programs, were created with the purpose of attracting and retaining air transport customers through a rewards system based on miles or points. Over the past few decades, these programs have grown and have become a vast, complex, and profitable market. In Brazil alone, there are more than 185 million active customers in airline loyalty programs. In order to expand the available knowledge about mileage program customers’ behaviour, a survey was conducted among 414 consumers in this market in Brazil. A combination of methodological approaches was used in the study. Firstly, the qualitative method of free association was employed to examine perceptions and meanings attributed by consumers to airline miles. The results indicate that people predominantly perceive miles as rewards and, to a lesser extent, as a form of currency. In the quantitative phase, we aimed to explain the determinants of consumer engagement with airline miles. The structural equation model supported the proposed hypothesis model, indicating that consumer engagement is determined by the importance attributed to miles and the inherent difficulties in managing this asset.Los programas de millas, también llamados programas de viajero frecuente o programas de fidelización de aerolíneas, fueron diseñados con el objetivo de atraer y retener clientes en la industria aérea a través de un sistema de recompensas basado en millas o puntos. En las últimas décadas, estos programas se han expandido hasta convertirse en un mercado vasto, complejo y lucrativo. Sólo en Brasil, hay más de 185 millones de clientes que participan en programas de fidelización de aerolíneas. Buscando ampliar el conocimiento disponible sobre el comportamiento de los clientes del programa de viajero frecuente, se realizó una encuesta a 414 consumidores de este mercado en Brasil. En el estudio se utilizó una combinación de enfoques metodológicos. En primer lugar, mediante el método cualitativo de libre asociación, se examinaron las percepciones y significados atribuidos por los consumidores a las millas aéreas. Los resultados indican que las personas perciben las millas mayoritariamente como recompensas y, en menor medida, como un tipo de moneda. En la etapa cuantitativa, buscamos explicar los determinantes del compromiso conductual del consumidor con las millas aéreas. El modelo de ecuaciones estructurales apoyó el modelo de hipótesis propuesto, indicando que el compromiso del consumidor está determinado por la importancia atribuida a las millas y las dificultades inherentes a la gestión de este activoOs programas de milhagem, também chamados de programas de passageiros frequentes ou programas de fidelidade de companhias aéreas, foram concebidos com o objetivo de atrair e manter os clientes do setor de transporte aéreo através de um sistema de recompensas baseado em milhas ou pontos. Nas últimas décadas, esses programas expandiram-se e tornaram-se um mercado vasto, complexo e lucrativo. Apenas no Brasil, há mais de 185 milhões de clientes participando de programas de fidelidade de companhias aéreas. Buscando ampliar o conhecimento disponível sobre o comportamento dos clientes de programas de milhagem, foi realizada uma pesquisa junto a 414 consumidores desse mercado no Brasil. Uma combinação de abordagens metodológicas foi usada no estudo. Primeiramente, com o método qualitativo de associação livre foram examinadas percepções e significados atribuídos pelos consumidores às milhas aéreas. Os resultados indicam que pessoas percebem milhas majoritariamente como prêmios e, em menor grau, como um tipo de moeda. Na etapa quantitativa, buscou-se explicar determinantes do engajamento comportamental de consumidores com as milhas aéreas. O modelo de equações estruturais suportou o modelo de hipóteses proposto, indicando que o engajamento de consumidores é determinado pela importância atribuída às milhas e pelas dificuldades inerentes à gestão desse ativo. Universidade do Vale do Itajaí­ - UNIVALI / SC2024-03-20info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.univali.br/index.php/rtva/article/view/1966210.14210/tva.v26.19662Turismo: Visão e Ação; Vol. 26 (2024); e19662Turismo: Visão e Ação; Vol. 26 (2024); e19662Turismo: Visão e Ação; v. 26 (2024); e196621983-71511415-6393reponame:Turismo : Visão e Ação (Online)instname:Universidade do Vale do Itajaí (UNIVALI)instacron:UNIVALIporhttps://periodicos.univali.br/index.php/rtva/article/view/19662/11669Copyright (c) 2024 Turismo: Visão e Açãohttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessGavinho, Carolina de Paula NunesMayer, Verônica Feder Santos, Glauber Eduardo de Oliveira2024-03-20T19:08:41Zoai:ojs.periodicos.univali.br:article/19662Revistahttps://periodicos.univali.br/index.php/rtvaPUBhttps://periodicos.univali.br/index.php/rtva/oailuiz.flores@univali.br || revistaturismo@univali.br1983-71511415-6393opendoar:2024-03-20T19:08:41Turismo : Visão e Ação (Online) - Universidade do Vale do Itajaí (UNIVALI)false
dc.title.none.fl_str_mv Consumer engagement with airline loyalty programs in Brazil: perceptions regarding miles, importance and difficulties in managing miles
Compromiso del consumidor con los programas de fidelización de aerolíneas en Brasil: percepciones sobre las millas, importancia y dificultades en la gestión de millas
Engajamento de consumidores com programas de fidelidade de companhias aéreas no Brasil: percepções em relação às milhas, importância e dificuldades na gestão das milhas
title Consumer engagement with airline loyalty programs in Brazil: perceptions regarding miles, importance and difficulties in managing miles
spellingShingle Consumer engagement with airline loyalty programs in Brazil: perceptions regarding miles, importance and difficulties in managing miles
Gavinho, Carolina de Paula Nunes
title_short Consumer engagement with airline loyalty programs in Brazil: perceptions regarding miles, importance and difficulties in managing miles
title_full Consumer engagement with airline loyalty programs in Brazil: perceptions regarding miles, importance and difficulties in managing miles
title_fullStr Consumer engagement with airline loyalty programs in Brazil: perceptions regarding miles, importance and difficulties in managing miles
title_full_unstemmed Consumer engagement with airline loyalty programs in Brazil: perceptions regarding miles, importance and difficulties in managing miles
title_sort Consumer engagement with airline loyalty programs in Brazil: perceptions regarding miles, importance and difficulties in managing miles
author Gavinho, Carolina de Paula Nunes
author_facet Gavinho, Carolina de Paula Nunes
Mayer, Verônica Feder
 Santos, Glauber Eduardo de Oliveira
author_role author
author2 Mayer, Verônica Feder
 Santos, Glauber Eduardo de Oliveira
author2_role author
author
dc.contributor.author.fl_str_mv Gavinho, Carolina de Paula Nunes
Mayer, Verônica Feder
 Santos, Glauber Eduardo de Oliveira
description Mileage programs, also known as frequent flyer programs or airline loyalty programs, were created with the purpose of attracting and retaining air transport customers through a rewards system based on miles or points. Over the past few decades, these programs have grown and have become a vast, complex, and profitable market. In Brazil alone, there are more than 185 million active customers in airline loyalty programs. In order to expand the available knowledge about mileage program customers’ behaviour, a survey was conducted among 414 consumers in this market in Brazil. A combination of methodological approaches was used in the study. Firstly, the qualitative method of free association was employed to examine perceptions and meanings attributed by consumers to airline miles. The results indicate that people predominantly perceive miles as rewards and, to a lesser extent, as a form of currency. In the quantitative phase, we aimed to explain the determinants of consumer engagement with airline miles. The structural equation model supported the proposed hypothesis model, indicating that consumer engagement is determined by the importance attributed to miles and the inherent difficulties in managing this asset.
publishDate 2024
dc.date.none.fl_str_mv 2024-03-20
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.univali.br/index.php/rtva/article/view/19662
10.14210/tva.v26.19662
url https://periodicos.univali.br/index.php/rtva/article/view/19662
identifier_str_mv 10.14210/tva.v26.19662
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.univali.br/index.php/rtva/article/view/19662/11669
dc.rights.driver.fl_str_mv Copyright (c) 2024 Turismo: Visão e Ação
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2024 Turismo: Visão e Ação
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade do Vale do Itajaí­ - UNIVALI / SC
publisher.none.fl_str_mv Universidade do Vale do Itajaí­ - UNIVALI / SC
dc.source.none.fl_str_mv Turismo: Visão e Ação; Vol. 26 (2024); e19662
Turismo: Visão e Ação; Vol. 26 (2024); e19662
Turismo: Visão e Ação; v. 26 (2024); e19662
1983-7151
1415-6393
reponame:Turismo : Visão e Ação (Online)
instname:Universidade do Vale do Itajaí (UNIVALI)
instacron:UNIVALI
instname_str Universidade do Vale do Itajaí (UNIVALI)
instacron_str UNIVALI
institution UNIVALI
reponame_str Turismo : Visão e Ação (Online)
collection Turismo : Visão e Ação (Online)
repository.name.fl_str_mv Turismo : Visão e Ação (Online) - Universidade do Vale do Itajaí (UNIVALI)
repository.mail.fl_str_mv luiz.flores@univali.br || revistaturismo@univali.br
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