Develops and implements a method for hotels to identify attributes that will increase customer loyalty. Other hotels can replicate the methodology used in this study. The study makes the uses of the hotel’s database to draw samples for both focus groups and a mail survey. Based on 564 completed surveys from hotel guests, the authors found the relationship between customer satisfaction and customer loyalty was non‐linear. The authors use the data to develop internal benchmarks for the hotel based on scores that were representative of loyal customers. The study makes use of the hotel’s database to draw samples for both focus groups and a mail survey.
International Journal of Contemporary Hospitality Management – Emerald Publishing
Published: Sep 1, 2001
Keywords: Customer loyalty; Customer satisfaction; Database marketing; Hotels