Madeline always travels on Delta Airlines. Even though other airlines might have a more convenient flight schedule or a slightly lower cost, Madeline wants her miles! Delta, like almost all airlines, offers a "frequent flyer" program, where travelers accumulate miles for each flight in order to earn free flights or upgrades. In Delta's case, the SkyMiles program miles never expire and can take Madeline to more than 1,000 destinations. Delta sets the reward system to benefit those that return to Delta for each flight. By examining Skymiles data Delta can offer incentives, special fares, and inform participants of new destinations. Delta is using a ______ approach to segmentation.
A) brand loyalty
B) geographic
C) psychographic
D) benefit sought

Question

Quizplus · Accepted Answer

Delta is using a brand loyalty approach to segmentation by rewarding customers, like Madeline, who consistently choose Delta over other airlines, thereby encouraging repeat business through their SkyMiles program.

Madeline Always Travels on Delta Airlines