Check‐in significance: Differentiating loyalty reward members and non‐members

Abstract

Interactions between service employees and customers at check‐in shape customers' first impressions and lead to their future behavioral intentions. Even though customer relationship management (CRM) relies heavily on the hospitality check‐in experience, research is scarce on its impacts and the moderating effect of loyalty membership programs. Based on the broaden‐and‐build theory, the current study examined customer check‐in significance associated with their outcomes and compared two groups to determine if loyalty programs have a meaningful impact. The findings confirmed the importance of the check‐in experience and the moderating effect of loyalty membership was significantly related to customers' perceptions.