Loyalty Programmes in Hotels Essay Example | Topics and Well Written Essays - 19000 words

Loyalty Programmes in Hotels - Essay ExampleThis research attempts to discover an insight into the value of commitment political platforms to businesses and more specifically examine the value of trueness 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 define 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, entirely still be not loyal towards it. In order to bring forward 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 ecumenicly adopts the system of points wh erein the points can be exchanged for a variety of benefits such as free flyer points, gifts, trips, etc. flight path 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 dismantle 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.343.4 Research Approach363.5 Research strategy383.6 Sample selection413.6.1 Administering the questionnaire413.6.2 Analyzing the responses433.7 Time Horizon433.9.1 Reliability473.9.2 Validity48Limitations49 50Ethical Considerations 504. Analysis and Discussion of Findings514.1 Hotels definition of loyal customers524.2 Reason for launch ing loyalty programme534.3 Target constituent and benefits offered554.4 Designing loyalty program for corporate segment584.5 Loyalty programmes that attract maximum guests and justify expenses594.6 Objective of loyalty programs614.7 Managing loyalty programme634.8 Delivery mechanism644.9 Involving staff654.10 Assessing the success of loyalty programme664.11 Failure of loyalty programme705. Recommendations72IntroductionBrief overview and backgroundThis 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 pr oduct, but still be not loyal towards it (Charles and Lamb, 2008).In order to encourage loyalty, firms