Instead, other factors such as security and trust as
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well as service quality attributes are more likely to influence customer loyalty (Kelley et al.,
2003). Morgan and Hunt (1994, p.23) describe trust as "existing when one party has
confidence in the exchange partner’s reliability and integrity". Perceived trust refers to the
expectations held by the customer that the service provider is dependable and can be relied on
to deliver on its promises (Sirdeshmukh, Singh, & Sabol, 2002).
Even though the customer relationship within the airline industry is about much more than the
existence of a frequent flyer program, it is clear that no relationship-building strategy in air
transport can be successful without including a loyalty scheme such as a program for the
frequent flyers (Shaw, 2011). Shaw (2011) also argues that airlines understanding and
meeting the specific needs and requirements of their customers, in a way that strong
relationships are built and maintained, will reap a worthwhile reward in terms of added value.
As a result, these airlines will improve the control on their distribution channels (ibid).