L’efficacité des programmes de fidélisation dans le secteur hôtelier : proposition d’un cadre conceptuel
The widespread use of loyalty programs in the tourism sector raises questions about their differentiating capacity and more globally on the real advantages they offer firms. We propose, in the hotel sector, a conceptual model on the determinants of loyalty to a hotel or a hotel chain. The subjacent hypothesis is to determine if a loyalty program and its associated perks manage to make other factors which influence choice of secondary importance and thus modify the probability of the hotel being chosen. More precisely, we seek to better understand the antecedents of commitment and trust as well as look at how these factors influence customer loyalty on the one hand, the impact of loyalty programs on the other.
|Date of creation:||29 Apr 2014|
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