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Customer Loyalty Programs For The Hospitality Industry And Their Implications On Hotel Revenues

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Listed:
  • Andreea MARIN-PANTELESCU
  • Monica Ioana TOADER
  • Sorinel CÃPU?NEANU

Abstract

The privilege of being part of a select community determines the business and leisure tourists to become loyal to a certain brand. Their attachment towards the certain brand is followed up by the customer relationship management department. The article in question proposes a research within a five star hotel in Romania that had implemented a loyalty programme for their customer-base. The aim is to assess the correlation between the loyalty programme and the hotel’s revenues. It is observed that the staff recognised me by my name, an attribute of self-esteem, is in the top of client’s preferences that are a part of the loyalty programme of the analysed hotel, closely followed up by upgrades when available. Furthermore, the total of nights spent by the loyalty programme members is 30% out of the total nights spent in an entire year, and the revenue generated by them represents 30-35% of the total revenues of the hotel in question.

Suggested Citation

  • Andreea MARIN-PANTELESCU & Monica Ioana TOADER & Sorinel CÃPU?NEANU, 2019. "Customer Loyalty Programs For The Hospitality Industry And Their Implications On Hotel Revenues," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 13(1), pages 367-373, November.
    • Handle: RePEc:rom:mancon:v:13:y:2019:i:1:p:367-373
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    References listed on IDEAS

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    1. Katrin Marquardt & Marieta Olaru & Ioana Ceausu, 2017. "Study on the Development of Quality Measurements Models for Steering Business Services in Relation to Customer Satisfaction," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 19(44), pages 1-95, February.
    2. Bruneau, Virginie & Swaen, Valérie & Zidda, Pietro, 2018. "Are loyalty program members really engaged? Measuring customer engagement with loyalty programs," Journal of Business Research, Elsevier, vol. 91(C), pages 144-158.
    3. Virginie Bruneau & Valérie Swaen & Pietro Zidda, 2018. "Are loyalty program members really engaged? Measuring customer engagement in loyalty programs," Post-Print hal-01820365, HAL.
    4. Virginie Bruneau & Valérie Swaen & Pietro Zidda, 2018. "Are loyalty program members really engaged? Measuring customer engagement with loyalty programs," Post-Print hal-02117696, HAL.
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