We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

Loyalty Programmes in Hotels - Essay Example

Comments (0) Cite this document
Summary
This paper begins with a literature review, which discusses the concept of loyalty, why it is important, how loyalty programmes are designed and what factors impact their success and failure. This is followed by the final section on conclusion and recommendations…
Download full paperFile format: .doc, available for editing
Polish This Essay92.3% of users find it useful
Loyalty Programmes in Hotels
Read TextPreview

Extract of sample
"Loyalty Programmes in Hotels"

Download file to see previous pages This research attempts to achieve an insight into the value of loyalty programmes to businesses and more specifically examine the value of loyalty programmes to hotels. Review of secondary data is applied to understand the value of loyalty programmes to businesses while a survey among hotels is conducted to examine its value to the hotels. Loyalty Programmes are defined as “schemes offering delayed, accumulating economic benefits to consumers who buy the brand”. Satisfaction does not equal loyalty. A customer can be very satisfied with the product, but still be not loyal towards it. In order to encourage loyalty, firms develop loyalty programs. Typically, in a Loyalty Program, customers accumulate assets, points or rewards by accumulating their purchases from a local firm which is either exchanged for goods or the services, though not always associated with the firm. This generally adopts the system of points wherein the points can be exchanged for a variety of benefits such as free flyer points, gifts, trips, etc. “Airline frequent-flier programs have been a prototype for many of the schemes”. Such schemes are based on the concept of repeat purchase, and in most businesses today, a large part of sales results from repeat purchase. This fact is being increasingly recognized by enterprises that are implementing loyalty programmes to encourage such purchase pattern. ...
The literature in general helped in understanding various factors and concepts associated with loyalty programme and then those had to be applied to the hotel industry for the research. 34
3.4 Research Approach 36
3.5 Research Strategy 38
3.6 Sample selection 41
3.6.1 Administering the questionnaire 41
3.6.2 Analyzing the responses 43
3.7 Time Horizon 43
3.9.1 Reliability 47
3.9.2 Validity 48
Limitations 49
50
Ethical Considerations 50
4. Analysis and Discussion of Findings 51
4.1 Hotels' definition of loyal customers 52
4.2 Reason for launching loyalty programme 53
4.3 Target segment and benefits offered 55
4.4 Designing loyalty program for corporate segment 58
4.5 Loyalty programmes that attract maximum guests and justify expenses 59
4.6 Objective of loyalty programs 61
4.7 Managing loyalty programme 63
4.8 Delivery mechanism 64
4.9 Involving staff 65
4.10 Assessing the success of loyalty programme 66
4.11 Failure of loyalty programme 70
5. Recommendations 72



Introduction
Brief overview and background

This research attempts to achieve an insight into the value of loyalty programmes to businesses and more specifically examine the value of loyalty programmes to hotels. Review of secondary data is applied to understand the value of loyalty programmes to businesses while a survey among hotels is conducted to examine its value to the hotels.
Loyalty Programmes are defined as "schemes offering delayed, accumulating economic benefits to consumers who buy the brand". Satisfaction does not equal loyalty. A customer can be very satisfied with the product, but still be not loyal towards it (Charles and Lamb, 2008).In order to encourage loyalty, firms ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Loyalty Programmes in Hotels Essay Example | Topics and Well Written Essays - 19000 words”, n.d.)
Retrieved from https://studentshare.org/business/1511596-loyalty-programmes-in-hotels-essay
(Loyalty Programmes in Hotels Essay Example | Topics and Well Written Essays - 19000 Words)
https://studentshare.org/business/1511596-loyalty-programmes-in-hotels-essay.
“Loyalty Programmes in Hotels Essay Example | Topics and Well Written Essays - 19000 Words”, n.d. https://studentshare.org/business/1511596-loyalty-programmes-in-hotels-essay.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Management of Knowledge & Information
These systems are used in almost all types of organization and industries. The priority club rewards system is one of the most prominent and popular hotel loyalty system that provides numerous services to the customers. This system is used by International Hotels Group (IHG) and other hotels like Holiday Inn and Crown Plaza.
14 Pages(3500 words)Essay
Loyalty Programmes
With airlines introducing frequent flier privileges, credit card companies offering reward points to customers through discounts on specific purchase and retail stores offering redeemable gift coupons, loyalty programmes have deeply percolated the business thought process.
12 Pages(3000 words)Assignment
Loyalty Programmes in Hotels
This research attempts to gain an insight into the value of loyalty programmes to businesses and more specifically examine the value of loyalty programmes to hotels. Review of secondary data is applied to understand the value of loyalty programmes to businesses while a survey among hotels is conducted to examine its value to the hotels.
47 Pages(11750 words)Dissertation
Malaysian Airlines Retention Strategy
Malaysian Airlines came into being on October 12, 1937, after the joint proposal of the Ocean Steamship Company of Liverpool, the Straits Steamship Company of Singapore and Imperial Airways was accepted by the Government which put forward the request of flying planes between Penang and Singapore.
4 Pages(1000 words)Essay
A Case Study of Shangri-La Hotels
The researcher discusses the business strategies of Shangri-La hotels, that are centred on guest satisfaction through effective training and development of front line employees. In order to differentiate their services from other hotels, personalised guest services are provided their value in the organisation.
18 Pages(4500 words)Essay
Success and Failure of Loyalty Programmes
In most businesses today, a large part of sales results from repeat purchase by customers. This fact is being increasingly recognised by enterprises and there is an effort to tap this propensity among consumers, by way of “Loyalty Programmes” to encourage purchase. Loyalty programmes have deeply percolated the business thought process.
10 Pages(2500 words)Essay
Hospitality Management
The company operates under such brands as Doubletree, Embassy Suites, Hampton Hotels, Hilton Grand Vacations and the Waldorf-Astoria collection; amongst many others (Hiltonhotels.com, 2007). Having such a
16 Pages(4000 words)Essay
Report profiling a service organisation
The writer also mentions how the company has been able to not only establish a loyal consumer following but a loyal employee
16 Pages(4000 words)Essay
Strategic Analysis on Industry
PESTEL analysis evaluates the factors that prevail in the environment while on the other hand Porter’s Model examines the characteristics of the industry. Both analyses would then formulate potential opportunities and threats for
6 Pages(1500 words)Essay
Marketing Strategy
After discussing the operational scale and the main characteristics of the Asian lodging industry, the marketing strategies adopted by Shangri-La Hotel together with its competitive advantages will be carefully analyzed. As part of the
18 Pages(4500 words)Essay
Let us find you another Essay on topic Loyalty Programmes in Hotels for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us