Consumption values and relationships: segmenting the market for frequency programs

Abstract

Because consumers can vary greatly in the nature of their relationship with a service provider, it is reasonable to expect that a wide range of different values may influence consumption behavior. Additionally, consumers' values composition may predispose them to interpret their relationships with service providers differently and those service providers' marketing communications. The present study explores the range of values which motivate business consumers' reactions to service providers, specifically airlines' frequent flyer programs. As part of this process, consumers are segmented in terms of their values and relationships with airlines in order to better understand the motives and behavior that drive choice of service providers. Based on the results, specific communications strategies are offered for each of the identified segments that address the desired benefits sought by each value segment.

Reviewing and conceptualising customer-perceived value

“…Some authors use the terms interchangeably (see Lai, 1995;Long & Schiffman, 2000), while others do not explain the distinction between them (Holbrook, 1994;Ledden, Kalafatis & Samouel, 2007). Oliver (1999) provides a useful starting point for distinguishing between 'value' and 'values', suggesting that consumption value and personal values are linked.…”

“…Value has been studied in a number of different domains, being considered in relation to utility (Kahneman & Tversky, 1979), benefit (Monroe, 2003), quality (Holbrook, 1994), values (Lai, 1995;Long & Schiffman, 2000), and satisfaction and beliefs. In all, nineteen different terms have been used to refer to value (Woodall, 2003).…”

Tüketim Değerlerinin Satın Alma Niyeti ve Bağlılık Üzerindeki Rolü: Fırsat Sitelerine Yönelik Bir Araştırma

“…Tüketicilerin, bir ürünü satın alması ya da almaması, iki ürün ya da marka arasından hangisini satın alacağı konusunda verdikleri kararları incelemek amacıyla Sheth ve diğerleri (1991a) bu şekilde çok boyutlu bir model oluşturmuştur (Boksberger ve Melsen, 2011, s.232). Sheth ve diğerleri (1991aSheth ve diğerleri ( , 1991b Sheth ve diğerlerinin (1991aSheth ve diğerlerinin ( , 1991b bu bakış açısıyla geliştirmiş olduğu tüketim değeri sınıflaması, çeşitli durum senaryolarını geniş kapsamda ele alması sebebiyle pek çok araştırma için dayanak noktası olmuş-tur (Pope, 1998;Lapierre, 2000;Long ve Schiffman, 2000;Sweeney ve Soutar, 2001;Petrick, 2002;Wang vd., 2004;Xiao ve Kim, 2009 …”

A proposal for a new system of classification for hotels based on information taken from a multi-sponsor loyalty program

“…Their greatest value is in the quality of information provided by complementary businesses participating in these programs and the possibility to pass clients among affiliated companies (Long and Schiffman 2000). Specifically, the qualities of loyalty programs to satisfy the objective behind this work is derived from the high penetration of multi-sponsor programs into the population (millions of members), the socio-demographic profile of their members, and the high number of points redeemed on loyalty programs within the tourism industry, especially on hotel services (Kim et al 2001).…”