JetBlue's TrueBlue loyalty program obtained the highest
customer satisfaction among U.S. airline loyalty programs in 2017, according to
a J.D. Power study.
Alaska Mileage Plan and Southwest Rapid Rewards trailed close
behind. Delta SkyMiles fell to the middle of the pack among the six programs
that J.D. Power included the survey. American AAdvantage and United MileagePlus
brought up the rear.
The study, based on a September survey of 3,387 rewards
program members, ranked the programs on a 1,000-point scale. TrueBlue recorded
a satisfaction ranking of 800, edging out Mileage Plan's ranking of 796 and the
Rapid Rewards ranking of 793. Alaska
Mileage Plan is the only U.S. airline industry loyalty program that still
awards miles based upon distance flown rather than dollars spent.
SkyMiles received a satisfaction ranking of 766 in the J.D.
Power study. AAdvantage earned a score of 729 and MileagePlus was scored at
727.
J.D. Power identified several key factors that lead to
loyalty program satisfaction. Frequent fliers want benefits that go beyond
airline miles. For example, "lowest price guarantee" accounts lead to
109-point increase in customer satisfaction while waiving same-day change fees
based upon loyalty status earns a 104-point boost.
Loyalty program members also want the opportunity to use
points at restaurants, shops and on rental cars.
The survey also found that people who have loyalty status
that is higher than general membership status are happier with their program.
Loyalty reward program status members had an overall satisfaction score of 814,
compared to a score of 744 among those with general membership.