This dissertation was written as a part of the MSc in e-Business & Digital Marketing at the International
Hellenic University.
Loyalty programs are a part of our everyday life. People seem to be very keen on them, as they use them
from a simple membership to their local grocery store to a membership in an airline company. Consumers have access to online information and in that way, they can find the loyalty program that suits them
the most, that provides them with the best user experience, and thus that enhances their commitment to
it. The objective of this study is to identify the existing practices that the biggest airline companies and
hotel chains use worldwide, what they provide to members, and how people react to those offerings. In
that way, a closer look at the engagement to loyalties is achieved.
For that reason, an online questionnaire was created and distributed online, with 100 responses in total,
with the majority of them declaring that they prefer to be specially treated based on their preferences
from previous experiences. Loyalty programs seem to be a part of peoples’ everyday life and it is becoming increasingly popular, especially in the tourism sector.
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