Cross-cultural analysis of the Frequent Flyer Programs (FFPs): The most controversial results
Department of Marketing and Management, Széchenyi István University, Győr, Hungary
Department of Economics, University of Selye, Komárno, Slovakia
This article aims to display the similarities of the consumerism culture. Using the Hofstede culture the paper demonstrates the results of the cultural mapping of several countries and provides an explanation for the most controversial results. Among the clusters the fifth and the sixth group represents collectivist and masculine societies – success oriented “we” culture and have high Power Distance indexes. At the same time, the scores on Uncertainty Avoidance dimension distinguish countries from these two clusters. Despite these results the content of their FFP’s are mostly homogenous, which means that the frequent flyer program policies do not contain classical culture-specific conditions. It also leads to the consequence that despite the classic cultural differences allow creating a functioning standardized business strategy, established in the consumerism cultural dimension, which is – considering the vast majority of characteristics – global.
Keywords: Marketing Strategy, Adaptation, Standardization, Customer Retention, Cross-cultural Analysis