Analyses the variety of loyaltyprogrammes that exist within theUK corporate hotel sector. Aliterature review leads to theproposition that in order to becost-effective in stimulating repeatbusiness, loyalty programmesshould reflect thebusiness environment in whichthey operate. Loyalty programmesvary in the extent to which theycollect, analyse and use customerinformation. A conceptualframework is developed in whichinformation management andcustomisation are related to eachother. This proposition supportsthe argument that there is nosingle formula for the developmentof a successful loyalty programmewithin the hotel sector. Althoughquestions are raised about howthe effectiveness of a loyaltyprogramme can be measured, theproposition that market characteristics,information intensity andlevel of customisation can influencethe effectiveness of a loyaltyprogramme, is accepted.
|Journal||International Journal of Contemporary Hospitality Management,|
|Publication status||Published (in print/issue) - 2000|
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