Atithya: A Journal of Hospitality

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

A Study on the Perception of Loyalty Membership Programme from the View Point of Hoteliers and Customers (A Study on the Four and Five Star Hotels in Pune)


Affiliations
1 AISSMS-CHMCT, Shivaji Nagar, Pune, Maharashtra, India
     

   Subscribe/Renew Journal


The hotels offer their customers Loyalty Membership Programme with a combination of various facilities and services. The hotels all over the world are trying to undo each other in an effort to give exclusive customer services and that is the key strategy today. The hotels need to retain customers to run the business. Loyalty programmes can be seen in every consumer-related industry, like restaurants, credit card companies, and retail industry. The customer gains points and use it for free hotel nights. The study tries to understand the perception of hoteliers and customers related to such Frequent Guest Programme. As perceived by the hoteliers the unique selling point of Loyalty Program Membership was the complimentary benefits offered by the hotel, whereas air points are perceived by the customers as most attractive. The disadvantages as perceived by the hoteliers are that the customers misuse the benefits offered to them by such programme, customers have high expectations and they expect the policies to be modulated as per their convenience. Through the study it was concluded that the advantages outweigh the disadvantages of offering a Loyalty Membership Programme and hence the hotels are in favour of having them and are constantly upgrading their programmes to get repeat customer.

Keywords

Loyalty Programme, Customer Loyalty.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Palmer, A. (2000). A structural analysis of hotel sector loyalty programmes. International Journal of Contemporary Hospitality Management, 12(1), 54-60.

  • Carev, D. (2008). Guest satisfaction and guest loyalty study for hotel Industry. Rochester Institute of Technology.

  • Kotler, P., Bowen, J., & Makens, J. (1998). Marketing for hospitality and tourism. Englewood Cliffs, N J: Prentice Hall.

  • Noone, B. M., Kimes, S. E., & Renaghan, L.M. (2003). Integrating customer relationship management and revenue management: A hotel perspective, Cornell University, Retrieved from http://scholarship.sha.cornell.edu/ articles/850

  • Reichheld, F. F. (2003). The one number you need to grow. Harvard Business Review, 73.

  • Rosen, J. (2000). Disgrace. New Republic. Relationship Between Brand Loyalty and Customer Price Elasticity, 223(26).

  • Sharyn, R. T. (2005). Exploring loyal qualities: Assessing survey-based loyalty measures. Journal of Service Marketing, 19.

  • Skogland, I., & Siguaw, J. A. (2004). Are your satisfied customer loyal? Cornell Hotel and Restaurant Administration Quarterly, 5(3), 221-234.

  • Srivastava, R., Tassaduq, S., & Liam, F. (1998). Marketing-based assets and shareholder value: A framework for analysis. Journal of Marketing, 62(January).

  • Stauss, B., Chojnacki, K., Decker, A., & Hoffman, F., (2001). Retention effects of a customer club. International Journal of Service Industry Management, 12(1), 7-19.

  • Tideswell, C., & Fredline, E. (May, 2004). Developing and rewarding loyalty to hotels: The guest’s perspective. Journal of Hospitality & Tourism Research, 28(2) 186-208.

  • Geerts, W. (2014). Business travel, hotels, and environmental sustainability, an exploration of business travellers ‘environment-related practices at the travel destination, University of London.


Abstract Views: 264

PDF Views: 0




  • A Study on the Perception of Loyalty Membership Programme from the View Point of Hoteliers and Customers (A Study on the Four and Five Star Hotels in Pune)

Abstract Views: 264  |  PDF Views: 0

Authors

Rasika Gumaste
AISSMS-CHMCT, Shivaji Nagar, Pune, Maharashtra, India

Abstract


The hotels offer their customers Loyalty Membership Programme with a combination of various facilities and services. The hotels all over the world are trying to undo each other in an effort to give exclusive customer services and that is the key strategy today. The hotels need to retain customers to run the business. Loyalty programmes can be seen in every consumer-related industry, like restaurants, credit card companies, and retail industry. The customer gains points and use it for free hotel nights. The study tries to understand the perception of hoteliers and customers related to such Frequent Guest Programme. As perceived by the hoteliers the unique selling point of Loyalty Program Membership was the complimentary benefits offered by the hotel, whereas air points are perceived by the customers as most attractive. The disadvantages as perceived by the hoteliers are that the customers misuse the benefits offered to them by such programme, customers have high expectations and they expect the policies to be modulated as per their convenience. Through the study it was concluded that the advantages outweigh the disadvantages of offering a Loyalty Membership Programme and hence the hotels are in favour of having them and are constantly upgrading their programmes to get repeat customer.

Keywords


Loyalty Programme, Customer Loyalty.

References