Abstract
This paper explores the benefits of a sales promotion in the aviation industry known as Frequent-Flyer Program. Four well known Chinese FFPs are chosen as a benchmark to assess their gamification effect with a focus on game sophistication and costumer’s experience. A data-driven approach is employed to analyze gamification techniques in FFPs such as tiers system and points system. The results show that the degree of game sophistication is relatively low due to its non-game context. The present contribution illustrates how tiers system and points system offer fun-game and serious-game experience respectively. It also shows an advantage of its harmonious combination to attract more potential customers and retain the frequent flyer customers.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
Notes
- 1.
All company names, loyalty rewards names, trademarks and pictures are the property of their respective owners.
References
Martín, J.C., Román, C., Espino, R.: Evaluating frequent flyer programs from the air passengers’ perspective. J. Air Transp. Manag. 17(6), 364–368 (2011)
Huotari, K., Hamari, J.: Defining gamification: a service marketing perspective. In: Proceedings of the International Academic Mindtrek Conference, pp. 17–22. ACM (2012)
De Boer, E.R., Gudmundsson, S.V.: 30 years of frequent flyer programs. J. Air Transp. Manag. 24, 18–24 (2012)
Sanjai, V.: Gamification: taking airline loyalty programs to the next level (2017)
Sutiono, A.P., Purwarianti, A., Iida, H.: A mathematical model of game refinement. In: Reidsma, D., Choi, I., Bargar, R. (eds.) INTETAIN 2014. LNICST, vol. 136, pp. 148–151. Springer, Cham (2014). https://doi.org/10.1007/978-3-319-08189-2_22
Cincotti, A., Iida, H., Yoshimura, J.: Refinement and complexity in the evolution of chess. In: Information Sciences (2007)
Nossal, N., Iida, H.: Game refinement theory and its application to score limit games. In: Games Media Entertainment, pp. 1–3. IEEE (2014)
Zuo, L., Xiong, S., Iida, H.: An Analysis of hotel loyalty program with a focus on the tiers and points system. In: The 4th International Conference on Systems and Informatics (ICSAI), pp. 507–511. IEEE (2017)
Suzuki, Y.: Airline frequent flyer programs: equity and attractiveness. Transp. Res. Part E: Logist. Transp. Rev. 39(4), 289–304 (2003)
Huynh, D., Zuo, L., Iida, H.: Analyzing gamification of “Duolingo” with focus on its course structure. In: Bottino, R., Jeuring, J., Veltkamp, R.C. (eds.) GALA 2016. LNCS, vol. 10056, pp. 268–277. Springer, Cham (2016). https://doi.org/10.1007/978-3-319-50182-6_24
Hainan Airlines (2018). http://www.hnair.com/
Laškarin, M.: Development of loyalty programmes in the hotel industry. Tour. Hosp. Manag. 19(1), 109–123 (2013)
Acknowledgement
This research is funded by a grant from the Japan Society for the Promotion of Science, within the framework of the Grant-in-Aid for Challenging Exploratory Research.
Author information
Authors and Affiliations
Corresponding authors
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer Nature Switzerland AG
About this paper
Cite this paper
Zuo, L., Xiong, S., Wang, Z., Iida, H. (2019). An Analysis of Gamification Effect of Frequent-Flyer Program. In: El Rhalibi, A., Pan, Z., Jin, H., Ding, D., Navarro-Newball, A., Wang, Y. (eds) E-Learning and Games. Edutainment 2018. Lecture Notes in Computer Science(), vol 11462. Springer, Cham. https://doi.org/10.1007/978-3-030-23712-7_8
Download citation
DOI: https://doi.org/10.1007/978-3-030-23712-7_8
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-23711-0
Online ISBN: 978-3-030-23712-7
eBook Packages: Computer ScienceComputer Science (R0)