The Effectiveness of Loyalty Programs: An Application in the Hospitality Industry

摘要: I. INTRODUCION Increased competition has forced firms to constantly look for new ways be more attractive and thus competitive. As the cost of keeping an existing customer is lower than acquiring customers, many have launched loyalty programs. These programs are marketing strategies aimed at rewarding encouraging loyal behaviour. However, their when compared benefits which they bring made several authors question real effectiveness (Meyer-Waarden, 2002). The often underestimated (and led certain re-examine them i.e. Air France with its program Flying Blue). Moreover, as competitors imitate schemes initial competitive edge gradually eroded. tourist sector was pioneer in this field. Firstly, it airline companies followed by hotel chains. This article proposes sector. involves ranking determinants loyalty: a or chain hotels practical reasons comfort; because he satisfied; arouses his interest, finally all these factors together? answer questions should make possible determine if associated advantages can render other choice secondary increase probability being chosen. More precisely, we want both gain better understanding antecedents commitment trust how influence loyalty, impact After reviewing literature on theories, propose conceptual model aims explain customers evaluate efficiency To validate our empirically, questioned 390 users services Bratislava. specification structural two stages order identify loyalty. We first tested general model, then reduced after removing non-significant variables. Lastly, analyzing differences response between members non-member schemes. II. ANTECEDENTS OF LOYALTY In section, offer concise review main contributions research concepts understand intrinsic links, define framework. A. From Loyalty Program exchange approach evolved over last few decades changed preoccupations. concept traditional interested mainly satisfying needs desires creating orientation towards product brand without taking into account social relationship actors. perspective, communication parties (companies customers) almost non-existent. latter were regarded complete strangers no interest personality partner role allotted consisted respecting obligations accordance terms exchange. exchange, named researchers "transactional exchange" (Dwyer et al, 1987) "restricted exchange", not seen enduring each transaction unique independent transactions had already taken place could take future. preference, consideration, seller. Reciprocally, seller does express any desire knowing preferences customer, nor perception personal opinion about service sold. highly restrictive vision criticized limited ability behaviour practice. …