Abstract

This research investigates the Kris-flyer loyalty program’s impact on retention and expansion of customers patronising Singapore airlines. To analyse the relationship an explanatory approach was embraced. A convenience sampling methodology was adopted, in which more than sixty members of Kris-flyer were canvassed. The consequences indicate that consumer bond is strongly linked to consumer satisfaction and overall customer loyalty. There is also a significant difference in perception of the mileage accrual between consumer travels with different priorities. However, customized service is a must for all segments; it also discovered that safety assurance was highly correlated to customer loyalty. In line with the observations above, the study concludes that measures for strengthening airline social bonds will start with the identification of customer needs. Singapore airlines should therefore develop strategies to fulfil their service commitment in terms of better mileage accrual, customised services, social bond, maintain service quality and lastly safety aspects which was deemed most important to air travellers to enhance customer loyalty.