earticle

영어

This study tried to develop the airline customer reward program and seek developmental measures to improve customer value cognition on benefit. It has been investigated by grasping the relationship among airline customer reward program benefit, brand image and customer value cognition and by examining the moderating effect of marketing communication, For this study, 215 valid samples were obtained from customers having and using airline mileage cards through the internet research website. In order to verify hypothesis, descriptive statistics, exploratory factor analysis, correlation analysis, and hierarchical regression analysis were used. As a result, mileage benefit had a significantly positive (+) effect on brand image and customer value cognition, supporting hypothesis 1 and 2. However, the moderating effect of marketing communication turned out to be statistically insignificant. The result of this study implies that airline companies should establish customer database. Also, airlines need to develop the reward program differentiated from those of competitors. In addition, airlines should simplify the mileage accumulation procedure and information providing process. It is suggested that future studies conduct comparative researches according to customers’ experience mileage accumulation procedure based on samples of various airlines, to draw more specific implications.