Abstract

Nowadays so many researches about the effect of loyalty programs on customer satisfaction and loyalty, however these kinds of programs have another aspect and that is the customers' negative response and reaction against implementation of such programs. Since customer’s reaction may reduce their loyalty against the company, so in order to achieve the goals of the organization, which one of them is to keep the customer, customer response consideration would be justified. Therefore in this research, high trips customers’ reaction of Mahan Airline versus loyalty programs applied by the company was studied in three dimensions; social-mental relationships, financial and contractual relations. The aim of this study which has considered the frequent flyers of Mahan Airline as the statistical community is of a practical kind. The main tool used in this study was questionnaires and the information about literature and history has been collected through Internet websites and libraries. The relationship among variables has been studied through correlation test. Based on the research model, it can be asserted that there is a direct relationship between independent and dependent variables.

Key words: Relational marketing, loyalty programs, frequent flyers of Mahan Airline, reaction.