Empirical analysis on the paradoxes of loyalty programs in the Singapore hotel industry.
Lim, Gladys Gu Yan.
Tan, Siew Teng.
Date of Issue2003
College of Business (Nanyang Business School)
The research aims to find out the effectiveness of generating loyalty amongst customers through the implementation of Loyalty Programs, particularly across different hotel grades in Singapore by empirically analyzing ten possible paradoxes. Analysis on whether individual hotel grade hotels should invest in loyalty programs will then be evaluated.
DRNTU::Business::Industries and labor
Final Year Project (FYP)
Nanyang Technological University