Bénéfices perçus de la fidélisation et qualité relationnelle : une application exploratoire au secteur du transport aérien

We first propose a typology of loyal customers based upon a set of perceived benefits derived from the participation to a loyalty program (utilitarian, hedonic and recognition benefits). We then explore the relationships between these benefits and various relational variables (commitment, trust and satisfaction). Using discriminant analysis, we show that the relationship quality between the customer and the focal firm (as we apply our model to an airline company) is significantly and strongly linked to the benefits of the program.