摘要：The goal of relational program is to retain customers who are profitable to the organization. Reward point is a form of customer loyalty widely used by many industries including airline industry. Airline loyalty program, notorious as Frequent Flyer Program (FFP),is the most sophisticated marketing strategic used by airline industries nowadays. However most airlines have very little understanding of their FFP members yet have a little knowledge about their most valuable customers. Most airlines have inaccurately determined the customer values by only considering business worth of nominal profit generated by FFP members. The value of customers beyond purchasing behavior - called relational worth - has not been commonly captured yet. This non-financial value is predicted as a driver in retaining customers,hence becomes one of crucial factors in preserving the profitability of the organization. For this reason,this paper aims to examine the customer non-financial valuations of FFP members to the airline. The hypotheses are empirically tested with a sample of FFP members of respected airline conducted through online survey (n=475). The data were statistically analyzed using structural equation modeling (SEM). Results indicate that perceived rewards generate higher value of relational worth through indirect relationship by intervening variable of relationship quality than that of generated by a direct relationship.
其他摘要：Program loyalitas dilakukan oleh perusahaan dengan tujuan untuk mempertahankan pelanggan yang menguntungkan. Program ini biasanya ditawarkan dengan memberikan insentif (hadiah) kepada pelanggan,seperti pada program Frequent Flyer (FFP) di bisnis penerbang
