Customers enrollment in loyalty programs of the largest European airlines terms and conditions

Abstract

The article is aimed to analyse the customer loyalty programs in airline industry. General definition of loyalty programs is given, diverse program types and the terms and conditions to enroll in them are reviewed. Used methods: scientific literature analysis and comparative analysis. The main goal is stated – to analyse the situation regarding customer loyalty programs in the largest European airlines. The main scope of this paper is aimed towards the largest European airlines loyalty programs distribution, their types and the conditions to enroll in them. Used method – content analysis. The research revealed that almost every airline in the list offers some kind of loyalty program, of which majority are hierarchical type. Research also revealed that the leading terms and conditions to enroll in the loyalty programs are member age limitation and their status (only natural people are allowed to join the programs). This brings to a conclusion that airlines treat customers responsibly and estimate their tendency to remain loyal for longer periods while reaching higher program levels.