Hotel food and beverage loyalty programmes : an examination of the loyalty effect.
Ho, Joan Yooi Feng.
Tang, Susan Mei Ling.
Date of Issue2000
College of Business (Nanyang Business School)
The purpose of this research is to examine the relationships between hotel loyalty programmes, customer perceived value and the loyalty effect. The differences of consumer behaviour among those who are involved in the hotel loyalty programmes, in other loyalty programmes or not involved in any loyalty programmes is explored. In this research, loyalty effect was treated as the dependent variable, hotel loyalty program was the independent variable and customer perceived value was either an independent variable or a moderating variable. Zikmund's (1997) descriptive research method was used. This research found that hotel loyalty programmes do positively contribute to loyalty effect and that customer perceived value is positively associated with loyalty effect. The results did not significantly prove that increased customer perceived value would strengthen the relationship between hotel loyalty programmes and loyalty effect. Loyalty programmes can accelerate the loyalty cycle and encourage new customers to behave like established customers if they are planned and implemented as part of a larger loyalty-management strategy. The growth potential lies in the ability to discern the true value of individual customers and to use that knowledge to entice and retain those customers. A well-designed loyalty programme can target and attract desirable customers while discouraging less-attractive customers. A key to this process is the understanding of how attractive customers behave.
Nanyang Technological University