Monty Boyd, an account manager, travels frequently on West Coast Airlines. Monty earns points for every mile he flies, and he will soon have enough points to receive a free airline ticket. West Coast Airlines is attempting to build a strong customer relationship with Monty through a .

frequency marketing program

Explanation:

A frequency marketing program is a strategy that companies use to increase loyalty, maintain their customers in the long term and get them to keep buying the products or services by generating connections giving them information that is adjusted to their specific needs. According to this, the answer is that West Coast Airlines is attempting to build a strong customer relationship with Monty through a frequency marketing program because this program tries to generate a long term relationship with the customers so they keep using the service as in this case where the customer gets points by using the service that can be exhanged for rewards.

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