An Analysis of Gamification Effect of Frequent-Flyer Program

摘要

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.