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Brand Loyalty

Table of content

I/ Synopsis of the case study……………………………………………. 3

II/ Key issues…………………………………………………………….. 6

III/Solutions……………………………………………………………… 6

IV/ Recommendation…………………………………………………… 7

References……………………………………………………………….. 10

Appendices………………………………………………………………. 12

I/ Synopsis of the case study

As it is written in the consumer behaviour book, chapter seven, p 158 and 540, Postpurchase processes, customer satisfaction and consumer loyalty, a brand loyalty implies a psychological commitment to the brand (much like friendship). The customer believes that a certain brand will best meet overall needs and it is an emotional attachment. As we can see on the graphs in Consumer behaviour book, chapter one, p 29, 4th edition, Consumer behaviour and strategy marketing, (appendix n°1), our case study focuses on the last part of the consumer decision process.

Let us explain what loyalty program is.
When customers are loyal to a certain airline company, they can join the loyalty program. This program allows them to earn a certain amount of point per flight. The aim of becoming a member of this program is for you to have free flights and lots of advantages. People can also get some points by using the services of the airline company partners such as hotel, car rental, transfer, the boutique, etc.
Customers can earn some points by also using other airline companies which are partners to the initial airline. Furthermore in certain airline companies, if customers do not have enough point to get a free ticket and they want to use their point, they can buy some points so they will be able to have some free ticket.
Lots of airline companies already adopted this frequent flyers program.
How do they calculate the point? As Qantas airline explain on their website, products and services, frequent flyers program, clients earn some point depending on how many miles people are going to travel. (Appendix n° 2)
Moreover, those points can be use anytime but...