03723nas|a2200457 a 4500 20260818095353.0 051214s2004 th uu|m rtt 0| a1fre d .b11976238 AIT RSPR no.SM-04-97 Orm Davy L'Efficacite de programmes de fidelisation sur la fidelite e'tude de cas : Air France et Thai Airways International = Effectiveness of loyalty programs on loyalty : case study of Air France and Thai Airways International Effectiveness of loyalty programs on loyalty : case study of Air France and Thai Airways International Pathum Thani, Thailand : Asian Institute of Technology, 2004 71 leaves Research studies project report ; no. SM-04-97 A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2004 Loyalty programs are not recent. In 1981, this marketing strategy has been adopted by the American Airlines with the program " AA vantage" and followed by other airline companies. They are not only developed in airline companies, but also in others sectors such as banks, super markets, and hotels ... There are different types of loyalty programs but the most widespread is the loyalty card. The objective of these programs is to reward to the best customers and to retain them. The loyalty programs are actually considered as a fundamental strategy by a lot of companies. They are considered as a defensive strategy with the hope that the cost to retain a customer is less expensive than to find a new customer and the best customers are most profitable. Some companies begin to get profit from the loyalty programs but some others cannot find profit from those programs. So, this study focuses on the effectiveness of loyalty programs. It answers then to the following questions: are the loyalty programs really effective? Do they really increase the customers' loyalty? This research is a study on contribution to a better knowledge of this kind of marketing program (loyalty programs). This study analyzes also in detail the practice of loyalty programs and the place of loyalty programs in the marketing strategy in Air France and Thai Airways International in order to understand clearly this marketing strategy In French Loyalty Customer loyalty programs Broustai, Joel Francois, Chairperson Truong, Quang, Examination Committee Zimmerman, Willi, Examination committee Government of French, Scholarship donor Asian Institute of Technology. Research studies project report ; no. SM-04-97 Full-Text http://203.159.5.9/ait-thesis/detail.php?q=B09626 .b11976238 mnait u 240718 0 051128 m a u 2 mnait mnait mnarc 20 22 40 Barcode : 30050120912893 CREATED : 2005-11-28 RECORD # : i12467145 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050120664726 CREATED : 2012-10-23 RECORD # : i12709207 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050120301063 CREATED : 2016-05-27 RECORD # : i12997614 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 35504 35504 0 0 0 0 MAIN MAIN mnait 2026-08-18 50.00 0 AIT RSPR no.SM-04-97 30050120912893 2026-08-18 09:53:53 1 2026-08-18 20 0 0 0 0 MAIN MAIN mnait 2026-08-18 0 AIT RSPR no.SM-04-97 30050120664726 2026-08-18 09:53:53 3 2026-08-18 22 0 0 0 0 MAIN MAIN mnarc 2026-08-18 0 AIT RSPR no.SM-04-97 30050120301063 2026-08-18 09:53:53 1 2026-08-18 40