TY  - JOUR
T1  - Loyalty Program Strategy of Garuda Indonesia Flight Service
AU - , Martaleni 
JO  - International Business Management
VL  - 11
IS  - 3
SP  - 767
EP  - 772
PY  - 2017
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2017.767.772
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2017.767.772
KW  - Loyalty program
KW  -customer loyalty
KW  -customer satisfaction
KW  -Garuda
KW  -Indonesia
AB  - More tight competition of flight industries in taking market recently is a challenge for every flight
industries to conduct loyalty program which gives service and comfort priority to customers. This research aims
to study the effect of loyalty program to the customer loyalty through customer satisfaction at Garuda
Indonesia flight service. This research was explanatory research by using primary data which collected directly
from Garuda Indonesia customers who have member card of Garuda Miles. Population in this research was all
Garuda Indonesia customers who have member card of Garuda Miles and stayed in Malang city. By using path
analysis method as data analysis instrument, it was found that loyalty program with member card of Garuda
Miles had direct, positive and significant impact to the customer satisfaction; however, it was negative and
insignificant affected to the improvement of customer loyalty. The same thing for customer satisfaction, it had
negative and insignificant effect to the customer loyalty. Further research can be conducted through indepth
study about customer loyalty indicator, thus it will be obtained more complete information in order to
design more accurate loyalty program.
ER  -