earticle

영어

The purpose of this study is to analyze the mediating effect of perceived value of relationship between benefits of airline frequent flyer programs and intention to use those continuously along with differences by grades of its members. The empirical data of study was collected through an online survey of participants who have used airline frequent flyer program for one year, and the hypothesis was tested by using Part 236. Hypothesis 1, 2, and 3 were adopted to show positive effect with all variables in the verification of relationship between benefits of the programs and perceived value, along with intention of its continuous usage. Comparative analysis on differences among grades was conducted in terms of benefits, perceived value, and intention of continuous use of existing programs. As a result, there is a partial mediating effect of perceived value between benefits of the programs and the intention of its continuous usage. Also, by analyzing differences between groups by grades, it has been shown that there were significant differences among those groups. In conclusion, it is crucial for airlines to consider customer segmentation to establish differentiated strategies.