Individuals who are part of millennial generation represent an important size of today’s customers. Therefore, the aim of this study is to identify how and why Millennials are choosing to be part of an airline reward loyalty program. The researcher sought to explore millennials’ consumer needs and attitudes towards airline loyalty programs. The study’s objectives were achieved by analysing millennials’ experiences with airline rewards loyalty programs and how are they making use of them. In order to analyse millennials’ needs and attitudes towards airline rewards loyalty schemes, millennials needs in relation with airline services and tourism were identified. Moreover, 15 open-ended interviews were conducted with millennials from different countries and with different academic and educational background. The findings show that millennials present a positive attitude towards the airline rewards loyalty schemes. When deciding of joining a company’s loyalty scheme the price, convenience, service quality and value for money are the most important aspects. Moreover, millennials are joining these types of schemes mainly for the discounts received, offers or free of charge flights. Furthermore, millennials prefer complex schemes which can provide the ease of gaining/ spending miles.
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Parvulescu, Emilia
Business
MSc Marketing
2016
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