CUSTOMER RELATIONSHIP MANAGEMENT TECHNIQUE: A STUDY ON FREQUENT FLIER PROGRAM

Loyalty programs are strategy so as to attract customers and retain them to be with the brand for the longer period of time. The strategy basically aims to retain the customers which would help in increased revenue. Now-a-days loyalty programs are been taken up by many sectors like that of airline, hospitality, retail sectors. The paper concentrates on the loyalty programs in the airline sector. The term used for the loyalty programs in airline sector is frequent flier program.The paper has talked about the frequent flier program which includes the evolution and has further talked about the frequent flier programs in India. The frequent flier programs are considered as a customer relationship management technique so as to develop long term relationship with the customers. The paper has developed a model which will be helpful in designing frequent flier program.