Browsing by Author "Nabiyeva A."

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    EFFECTIVE MANAGEMENT OF THE FREQUENT FLYER PROGRAM AS A TOOL OF INCREASING COMPETITIVENESS
    (СДУ хабаршысы - 2018, 2018) Gassanova A. ; Nabiyeva A.
    Abstract. The article deals with the problem of increasing the efficiency of managing the Frequent Flyer Programs for Kazakhstan airlines in the market. The main effectiveness indicators of Frequent Flyer Programs are determined, a comparative analysis of these indicators is presented in comparison with the leading airlines of the world, an analysis of the main groups of costs and benefits obtained by the airline from the introduction and use of Frequent Flyer Programs with the purpose of developing appropriate control actions is carried out. The particular relevance of the research objective arises from the intensification of competition in the airline industry and the extensive consolidation that is expected to accompany it. These market challenges make the retention of valuable customers an essential prerequisite for the achievement of a sustainable competitive advantage and, hence, the airline’s overall success.