An Analysis of the Effectiveness of Loyalty Program of Saudi Airlines
Abstract
The main aim of the study was to find out the effectiveness of loyalty program of Saudi Airlines. The study is based on primary data collected from 400 respondents living in Saudi Arabia. It is quantitative and descriptive study. The data was collected through structured close ended questionnaire. The intensity of the response on effectiveness was measured on five point Likert Scale. The questionnaire was developed in English and translated into Arabic language for high response rate as the respondents were mainly Arabic speakers. The findings showed that the Alfursan loyalty program was not very popular among the passengers of Saudi Airlines. More than half (57.8%) of the passengers do not have the membership. Those who are members were not happy with the services offered by the program. In comparison to non-members the Alfursan members were less satisfied for various services related to Saudi Airlines, such as airport services, onboard services, onboard employees’ services, and online services. The management of Saudi Airlines need to make the loyalty program popular among the passengers through awareness campaigns and marketing programs. The procedure of getting membership should be made easy and promised services on membership should be fulfilled..
Keywords: Saudi Airlines, Customer loyalty, Saudi Arabia.
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