Article1999

Increasing brand loyalty in the hospitality industry

293 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Hospitality companies can increasetheir market share and growth rates by increasing their brand loyal customers. This is a more profitable approach than other marketing activities, such as price cuts or promotional programs. As a mature industry, the hospitality business must pursue market‐share gains, rather than market‐growth gains. Acquiring new customers is expensive becauseof advertising, promotion, and start‐up operating expenses. Besides, it is cheaper to serve current customers. This paper brings together the factors that contribute to brand loyalty in marketing literature and provides strategies to hospitality managers for increasing brand loyal customers.

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References

1992A National Customer Satisfaction Barometer: The Swedish Experience 1991Managing Brand Equity 1990Consumer Evaluations of Brand Extensions 2001The Loyalty Effect 1973Brand Loyalty Vs. Repeat Purchasing Behavior 1989MANAGING BRAND EQUITY 2003Loyalty: A strategic commitment 1990Double Jeopardy Revisited

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