Consumer engagement with airline loyalty programs in Brazil: perceptions regarding miles, importance and difficulties in managing miles
Autor(a) principal: | |
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Data de Publicação: | 2024 |
Outros Autores: | , |
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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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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1798045017013485568 |