The Airlines Customer Equity Evaluation Model And Promotion Strategies Research

The management ideology of Airline Company has changed from product to customer and the core concept is set as maintaining and increasing the customer's asset. Therefore, Customer Equity increasingly becomes the key elements for competition. During this environment, it is relatively meaningful to research on the topic for accurately evaluating the mainly driving factors of the airlines customer equity so that it can improve the airline service quality management, practically advance the customer degree of satisfaction, build truthful relationship for customer, and enhance the competitive power.This thesis firstly presents the importance and necessity to implement customer equity management for Airlines, which is based on the theory of customer equity, customer loyalty, customer equity segmentation and customer equity driving. Then, it analyzes the customer equity model, and proposes the models according to the composition of the airlines customer equity and the driving factors of different assets. Finally, a empirical research is performed on a sample of the H airlines frequent flight passengers, and it applies the principal components method to identify the principal driver factors. According to the characteristics of the customer equity pyramid model, it presents the customer equity management strategies based on the different level drivers and realizes the customer equity's retention and promotion.The research is good for the Airplane Company to understand the customer's requirement and provide high quality service, which can be efficient for planning and put Frequently Flayer Prgrams into practice.