基于积分价值的旅客兑换产品选择行为研究

Research on passenger’s point exchange product selection behavior based on point value

探究不同特征常旅客对积分兑换选择行为的差异,对于提高航空旅客用户黏性具有重要意义。本文使用Mixed logit离散选择模型,基于积分价值对积分兑换项目进行产品组合,研究不同类型的旅客对积分产品的选择偏好,以制定更有效的常旅客计划。结果发现:不同类型的旅客对积分兑换产品的选择偏好具有显著不同。例如,金卡会员对时效性和舒适度更为重视;银卡会员对奖励机票的兑换意愿更强。航空公司应该基于旅客的选择偏好,为不同特征的常旅客设计积分兑换项目。

To explore the differences of frequent flyers’ choice behavior of point exchange with different characteristics is of great significance to improve the user stickiness of air passengers. In this paper, the mixed logit discrete choice model is used to carry out the product combination of the integral exchange project based on the integral value, and study the choice preference of different types of passengers for integral products, so as to formulate a more effective frequent flyer plan. The results show that different types of passengers have significantly different preferences for point exchange products. For example, gold card members pay more attention to timeliness and comfort, while silver card members are more willing to exchange reward tickets. Airlines should design points exchange programs for frequent flyers with different characteristics based on passengers’ choice preferences.