A structural analysis of hotel sector loyalty programmes

TY - JOUR

T1 - A structural analysis of hotel sector loyalty programmes

AU - Palmer,, A

AU - McMahon-Beattie, U

AU - Beggs, R

N1 - Reference text: Barnes, J.G. (1994), ``Close to the customer: but is it really a relationship?'', Journal of Marketing Management, Vol. 10 No. 7, pp. 561- 70 Buckley, N. (1996), ``Grocery profit margins in decline'', The Financial Times, 8 January, p. 5 Christy, R., Oliver, G. and Penn, J. (1996), ``Relationship marketing in consumer markets'', Journal of Marketing Management, Vol. 12, pp. 175-87 Dick, A.S. and Basu, K. (1994), ``Customer loyalty: toward an integrated conceptual framework'', Journal of the Academy of Marketing Science, Vol. 22 No. 2, pp. 99-113. Gilbert, D.C. and Karabeyekian, V. (1995), ``The frequent flyer mess ± a comparison of programmes in the USA and Europe'', Journal of Vacation Marketing, Vol. 1 No. 3, pp. 248-56 Hamilton, R. and Howcroft, B. (1995), ``A practical approach to maximising customer retention in the credit card industry'', Journal of Marketing Management, Vol. 11, pp. 151-65 Hartley, M. (1997), ``It wouldn't stop me going somewhere else; supermarket customers and their loyalty cards'', in Proceeding of 31st Annual Academy of Marketing Conference, July, pp. 1345-48. Knowles, T. (1996), Corporate Strategy for Hospitality, Longman, Harlow. Lovelock, C.H. (1983), ``Classifying services to gain strategic marketing insight'', Journal of Marketing, Vol 47, Summer, pp. 9-20 Mowlana, H. and Smith, G. (1993), ``Tourism in a global context: the case of frequent traveller programmes'', Journal of Travel Research, Winter, pp. 7-20 O'Brien, L. and Jones, C. (1995), ``Do rewards really create loyalty'', Harvard Business Review, May-June, pp. 75-82 O'Malley, L. (1998), ``Can loyalty schemes really build loyalty?'', Marketing Intelligence and Planning, January-February, Vol. 16 No. 1, pp. 47-56. Palmer, A.J. (1996), ``Integrating brand development and relationship marketing'', Journal of Retailing and Consumer Services, Vol. 3 No. 3, pp. 1-7. Piercy, N. (1985), Marketing Organisations: An analysis of Information Processing Power and Politics, Allen Bacon. Ranby, D. (1995), ``The loyalty scheme panacea'', Insights, September, pp. 49-52. Reichheld, F.F. and Sasser, W.E. (1990), ``Zero defections'', Harvard Business Review, Vol. 68 No. 5, pp. 105-11. Wang, P. (1997), ``New development in database marketing in the USA'', in Academy of Marketing: Proceedings of Annual Conference, Marketing without Borders, Manchester. Webster, F.E. (1992), ``The changing role of marketing in the corporation'', Journal of Marketing, Vol. 56, October, pp. 1-17. [ 59 ]

PY - 2000

Y1 - 2000

N2 - 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.

AB - 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.

M3 - Article

VL - 12

SP - 54

EP - 60

JO - International Journal of Contemporary Hospitality Management

T2 - International Journal of Contemporary Hospitality Management

JF - International Journal of Contemporary Hospitality Management

SN - 0959-6119

IS - 1

ER -