Abstract
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.
| Original language | English |
|---|---|
| Pages (from-to) | 54-60 |
| Journal | International Journal of Contemporary Hospitality Management, |
| Volume | 12 |
| Issue number | 1 |
| Publication status | Published - 2000 |
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