Prior research related to frequent flyer programs rare discussed customers’ perception in the service related to the programs. We focus this research on the members of Eva Airways and China Airlines and investigate the effects of customers’ perception of justice on the satisfaction and loyalty. In
Hu, Liao, Lu & Jen 7 __________________________________________________________________________________
summary, the model structure presented in this research has been validated mostly. We have managed to confirm the relationships among the five variables through the causal paths of four hypotheses. The results show that the interactional justice has significant positive influence on the satisfaction of FFPs and its influence is greater than procedural justice. The satisfaction of FFPs also positively affects customer loyalty. It is deserve to be mentioned that the distributive justice doesn’t have significant effect on the satisfaction of FFPs. Our conjecture that because the members think the rewards they obtained from the programs is deserved. Nevertheless, the perception of justice regarding the process and interact with employees in the redeeming service are deserve to be kept an eye on. And customer loyalty was affected by the satisfaction of FFPs greatly. Thus, when customers had high satisfaction of FFPs, they preferred to continue the relationship with airlines.
According to our proposed framework and results, we have addressed some suggestions on management for the managers of airlines. Our study found that the interactional justice was the greatest effect on the satisfaction of FFPs. It means that the interaction with employees in the redeeming service was the most important one influence customers’ satisfaction of FFPs and further influence customer loyalty. Thus, airlines could increase the satisfaction through reinforce the employee training related to FFPS and enhance their knowledge and ability. In addition to the interactional justice, procedural justice also significant positively affects the satisfaction of FFPs.
Whether the processes of redeeming were convenient to customers will influence their satisfaction of FFPs. And it will further influence the customer loyalty. Thus, airlines have to review the scheme of the FFPs repeatedly, especially the processes of redeeming. And makes customers feel simple and convenient in the redeeming procedure and service. Consequently, customers will enhance their satisfaction of FFPs and willing to have longer relationship with airlines.
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