earticle

영어

The goal of this study is to obtain the effects of the mileage attributes of a travel agency on customer loyalty. Most studies on mileage programs have focused on airline mileage because the airlines initiated the programs. However, mileage programs of travel agencies are on the rise domestically and internationally. This study was conducted based on big data collected with customers using H travel agency from July to December of 2019. In order to check the effectiveness of the travel agency’s mileage program, the sample was were divided into two groups based on whether or not they had joined the mileage program. The study investigates the effects of mileage attributes including user benefits, convenience, acquisition efforts, use experience and knowledge on customer loyalty. Study results show that user benefits, convenience, experience and knowledge and acquisition efforts were the important variables that affect customer loyalty. In addition, the variable of user benefits were the most important factor. These results denote that mileage programs of travel agencies can be beneficial for customer loyalty and the effectiveness of the mileage programs can be improved through important mileage attributes.