Article2000

A structural analysis of hotel sector loyalty programmes

Adrian J Palmer · Una McMahon‐Beattie · Rosalind Beggs

87 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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Customer Service Quality and Loyalty Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

Analyses the variety of loyalty programmes that exist within the UK corporate hotel sector. A literature review leads to the proposition that in order to be cost‐effective in stimulating repeat business, loyalty programmes should reflect the business environment in which they operate. Loyalty programmes vary in the extent to which they collect, analyse and use customer information. A conceptual framework is developed in which information management and customisation are related to each other. This proposition supports the argument that there is no single formula for the development of a successful loyalty programme within the hotel sector. Although questions are raised about how the effectiveness of a loyalty programme can be measured, the proposition that market characteristics, information intensity and level of customisation can influence the effectiveness of a loyalty programme, is accepted.

Citations in this library

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References

1994Customer Loyalty: Toward an Integrated Conceptual Framework 1992The Changing Role of Marketing in the Corporation 1983Classifying Services to Gain Strategic Marketing Insights 1995Do rewards really create loyalty?1996Relationship marketing in consumer markets 1998Can loyalty schemes really build loyalty?1994Close to the customer: But is it really a relationship?

Cited by

2003Relationship Marketing 2006Guest Perceptions of Hotel Loyalty 2012Drivers of customer likelihood to join grocery retail loyalty programs. An analysis of reward programs and loyalty cards 2019Customer relationship management research in hospitality industry: a review and classification 2007Quality and value network marketing travel clubs 2011An examination of brand loyalty in the Indonesian hotel industry 2007Reconceptualising the strategic role of loyalty schemes 2006Improving customer service: issues in customer contact management

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