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 - 2000|
Palmer, A., McMahon-Beattie, U., & Beggs, R. (2000). A structural analysis of hotel sector loyalty programmes. International Journal of Contemporary Hospitality Management, 12(1), 54-60. http://www.emeraldinsight.com/search.htm?st1=A+structural+analysis+of+hotel+sector+loyalty+programmes&ct=jnl&fd1=all&bl2=and&st2=0959-6119&fd2=isn&form_button=Search