The influence of redemption controlling policies of frequent flyer programs on consumers' attitudinal loyalty

Customers want to be compensated with loyalty benefit programs, which are an effective competitive way to attract and maintain them. Interestingly, in airline industry, reward redemptions receive limited attention from studies. Evidence indicates that customers are gradually quitting them because of controlling redemption policies, despite massive frequent flyer program offerings. This study aims to explore how differently redemption controlling policies of an airline frequent flyer program impact costumers' attitudinal loyalty. We divided FFPs' economic benefit related redemption controlling policies to three main areas; cost controlling policies (CCP), accumulative controlling policies (ACP) and protective controlling policies (PCP). Our core findings indicate that to increase attitudinal loyalt firms should keep satisfied customers with both CCP and PCP; whereas, ACP should be treat carefully since its influence founded negative to attitudinal loyalty. Furthermore, descriptive analysis show that perceived satisfaction of the some sub controlling policies significantly vary accross the travel purpose type and membersip level.