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Evaulation of miles and smiles frequent flyer programme in the Birmingham region: A case study of Turkish Airlines

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  1. Tez No: 403101
  2. Yazar: SAADET ÖZCAN KAYA
  3. Danışmanlar: DR. SALLY IEVERS
  4. Tez Türü: Yüksek Lisans
  5. Konular: Turizm, İşletme, Tourism, Business Administration
  6. Anahtar Kelimeler: Belirtilmemiş.
  7. Yıl: 2014
  8. Dil: İngilizce
  9. Üniversite: The Unıversıty Of Bırmıngham
  10. Enstitü: Yurtdışı Enstitü
  11. Ana Bilim Dalı: Belirtilmemiş.
  12. Bilim Dalı: Belirtilmemiş.
  13. Sayfa Sayısı: Belirtilmemiş.

Özet

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Özet (Çeviri)

The purpose of this study is to investigate how Turkish Airlines can develop its Miles and Smiles frequent flyer programme in the Birmingham region. A mixture of both primary and secondary research methods has been used for the project. The research method chosen was a valuable case study with surveys and observations as the data collection methods. The project used and built upon theoretical knowledge in the field of Customer Loyalty, Customer Relationship Marketing, Social Media and its power on FFP in order to support the process of collecting empirical data and discussing the results to answer the research questions. One hundred and eighty four out of two hundred and one questionnaires were analysed for this project. It was found that Turkish Airline's Miles and Smiles loyalty programme faces two major issues which are personalization and redemption unlike other loyalty programme in the Birmingham region. For example, Skywards loyalty programme which is owned by Emirates provides a service which is personal preferences of member such as favourite inflight, seating area and a particular newspaper to its member in the Birmingham region. Social media, which is the new word-of-moth advertisement and a new loyalty trend for other airlines, also an issue which would have a power to influences to Miles and Smiles loyalty programme in the region. On the other hand, seventy two percent of not-member of M&S passengers did not know about the M&S loyalty programme. This means that Turkish Airlines clearly face a communication issue with its passengers in the region. In addition to this, although the airline's business and first class is awarded as the best product and catering service by Skytrax, it could not attract business class passnegers as much as globally in the region. This is again a communication issue. On the other hand, even though the airline has communication issues and the non-member rate of M&S is very high in the region, the airline passengers are very loyal to the company due to their previous positive experience. As a result if the airline re-focuses on customer communication, personalized service, and social media activities, the members of M&S would highly increase in the region.

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