The Rise of the Mileage Programs: The Case of Korean Air Alliances - Dissertation Example

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The Rise of the Mileage Programs: The Case of Korean Air Alliances

Airline alliances or partnerships refer to concurrence between airlines to work together at a considerable level. Such alliances provide international passengers with a set of connections and conveniences. These airline alliances are also noted to aid in marketing and brand improvement through the connections to other countries (Petersen & Winship, 2005, p. 156). Sky Team is an alliance that consists of Korean Airline, Aeromexico, Aeroflot, Air Europa, Middle East Airlines and Kenya Airways. Sky Team has adopted the use of mileage program. The passengers have greatly benefited from Sky Team airline alliance mileage program (DIANE Publishing Company, 1996, p. 212). Largely because of the growth of international tourism and the globalization of economic activities, the demand for air travel among countries across the world has rapidly grown. Vedder (2008, p. 67) notes that there has been a notable increase in passenger traffic over the past few years to and from Korea. Airlines have cooperated and collaborated with their rivals to remain aggressive and mutually grow into international market. It may seem difficult and downright challenging for an organization to make it in a very competitive business industry. In reference to Gossling et al. (2009, p. 56), the process of collaboration is a significant approach to not only reducing risks but also maintaining customer care, brand loyalty and creating brand awareness. ...Show more


The Rise of the Mileage Programs: The Case of Korean Air Alliances Introduction The beginning of 2012 marked the modification of airlines…
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