항공사 상용고객우대제도의 제휴 성과

A Study on the Alliance Performance of Frequent Flyer Program

When it was first adapted by American Airlines in May 1981, FFP was a marketing tool to gain customer loyalty. In these days however, FFP has become a key issue to maintain independence in business operation among the members of global alliance group by minimizing capital participation. In this regard, this study examines the performance and strategic alliance types of airline focusing on the FFP. To investigate this study, I collected strategic alliance data from major airline alliance groups, which have implemented the FFP from 1989 to 2000, including other factors such as types of strategic alliance as well as validity of the FFP. The results show that the types of strategic alliance are related with the performance of the airlines and the variance in the FFP operation strategy is associated with strategic alliance, especially, horizontal alliance strategy. And due to its unlimited term of validity, FFP has becomes a heavy burden or dept to domestic carriers in Korea, which makes it inevitable to establish operation strategies in order to cope with the problems.