From frequent flyer programmes to air cargo loyalty schemes: An investigation into the use of loyalty programmes by international cargo airlines

This paper contributes to understandings of loyalty programmes in B2B markets by examining the adoption of dedicated customer loyalty schemes by international cargo airlines. Although a substantial body of research explores the use of frequent flyer programmes (FFPs) and associated loyalty schemes in B2C commercial air transport markets, the emergence of B2B loyalty schemes by international cargo airlines has received comparatively little attention in the academic literature. The aim of this exploratory paper is to advance understandings of loyalty programmes in B2B markets by identifying the prevalence and then exploring the form and function of dedicated loyalty programmes that are used by international cargo airlines. An online investigation of the world’s 25 largest cargo airlines (by scheduled Freight Tonne Kilometres (FTKs)) flown in the calendar year 2019 prior to the COVID-19 pandemic revealed the prevalence, form and underlying mechanisms of these B2B loyalty schemes and indicated that the adoption of such programmes is influenced by the type of airline business model and the geographic region in which carriers are based. The paper concludes with a discussion of the role of loyalty programmes in promoting customer loyalty in international air cargo markets and proposes further areas for research. • Advances understandings of B2B loyalty programmes. • Investigates the development of B2B loyalty programmes by international cargo airlines. • Identifies air cargo loyalty programmes as a nascent area of activity. • Underpinning mechanisms of air cargo loyalty programmes are identified. • Areas for future research are identified.