Customer Loyalty Programmes and Clubs

Butscher, Stephan A.

doi:10.4324/9781315575629

Cited by 17 publications

(19 citation statements)

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“…First, the results of the study indicate that employee's customer orientation, membership communication, hotel-stay-related benefits, are determinants of the loyalty program members' relationship quality with the brand. Given that loyalty programs will only be successful if the appropriate benefits are chosen (Butscher, 2002), it is important for loyalty program managers to identify which types of benefits is more effective in enhancing the perceptions of members of different membership tiers on the value of the loyalty program. This can be done through IPA (importance-performance analysis) technique to determine the competitiveness of benefits structure offered by the loyalty program from the active members' perspective.…”

Section: Managerial Implicationsmentioning

confidence: 99%

Building brand relationship quality among hotel loyalty program members

Yong

et al. 2017

IJCHM

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Purpose This study aims to investigate the impact of the loyalty program members’ satisfaction toward the hotel loyalty program benefits and the customer management relationship initiatives of individual hotels on the brand relationship quality (BRQ), i.e. their relationship quality with the hotel brand, and its outcomes. The moderating impact of membership level on the hypothesized relationships was also investigated. Design/methodology/approach A usable sample of 920 active members of a hotel loyalty program was obtained. Structural equation modeling with partial least squares method was used to estimate the structural relationships and to investigate the moderating effect of membership level. Findings Employee’s customer orientation, membership communication and hotel stay-related benefits are determinants of the loyalty program members’ BRQ. BRQ is also confirmed as a higher-order construct of three latent variables which include trust, satisfaction and commitment. Moderating effects of the membership were partially supported in this study. The strongest effect of BRQ is on members’ word of mouth followed by shares of purchase. BRQ is found to have negative relationship with members’ willingness to serve as marketing resource, but the impact was small. Research limitations/implications This is a cross-sectional study with a population of active loyalty program members of only one luxury hotel group. The sample size of the top-tier members is also smaller in comparison to the other two groups. Practical implications This study contributes to the understanding of the antecedents and consequences of BRQ and the body of knowledge about loyalty program for hotel industry. Originality/value This is one of the few studies investigating the effectiveness of hotel loyalty programs from the active members’ perspective and the moderating effect of membership level on the relationships among BRQ, its antecedents and its outcomes.

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Section: Managerial Implicationsmentioning

confidence: 99%

Building brand relationship quality among hotel loyalty program members

Yong

et al. 2017

IJCHM

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“…In other meaning, loyalty is a psychological factor in the customer related to their receipt of high quality that positively affects their psychic (Bansal & Taylor, 1999;Ranaweera & Prabhu, 2003). Moreover, Butscher (2002) asserted that creating long-term loyalty does not necessarily depend on the materialistic aspect only but also on emotion, trust and partnership. Correspondingly, Geronikolas (2012) concentrated on the factors which alienate the tourist or customer from the hotel and mentioned untrained employees, lack of cleanliness, princes and quality of food and drink.…”

Section: Quality and Loyaltymentioning

confidence: 99%

The Effect of Environmental Preservation, Advanced Technology, Hotel Image, and Service Quality on Guest Loyalty

Almomani¹,

Nasseef²,

Masa’deh³

et al. 2017

IJBA

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This paper aims at investigating the effects of environmental preservation, advanced technology, hotel image, and service quality on guest loyalty. A total of 193 questionnaire containing 48 items was used to collect information from guests in five-star hotels in Aqab city located in Jordan. Multiple regression analysis was conducted to test the research hypotheses. Results of the current study revealed that there is a significant impact of environmental preservation, hotel image, and service quality on guest loyalty, whereas advanced technology has no significant impact on it. The implications of these results to both theory and practice is discussed at the end of this paper.

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“…A second aim is more defensive-building a closer bond between the brand and current customers in the hope to maintain the current customer base. (Uncles et al, 2003, p. 2) A CLP does not create results immediately, but it is one of the most powerful retention marketing tools that build a strong long-term relationships (Butscher, 2002). Miranda, Konya and Havrila (2005) recognized habit, convenience, offers and incentives and reputation as the other elements that affect customers' loyalty towards the retailer other than LPs.…”

Section: Loyalty Programmesmentioning

confidence: 99%

“…A CLP does not create results immediately, but it is one of the most powerful retention marketing tools that build a strong long-term relationships (Butscher, 2002). Miranda, Konya and Havrila (2005) recognized habit, convenience, offers and incentives and reputation as the other elements that affect customers’ loyalty towards the retailer other than LPs.…”

Section: Literature Reviewmentioning

confidence: 99%

“…‘Changes in the market environment can quickly alter prices and technologies, but close relationships can last a lifetime’ (Butscher, 2002, p. 1). From rewards’ cards to gift vouchers, club cards to air miles or loyalty discounts, there are many techniques organizations deploy to retain customers and encourage repeat purchase by giving them less reasons to switch to competitors.…”

Section: Introductionmentioning

confidence: 99%

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An Empirical Analysis of the Effect of a Retailers Loyalty Programme on Their Customers’ Loyalty

Chhabra

2017

Global Business Review

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Traditionally, marketing has focused on acquiring customers and gaining market share rather than on retaining existing customers. With increasing competition, there is a need for developing more sophisticated activities in order to retain the existing customers. Consequently, loyalty programmes (LPs) are being employed as a strategic business goal in order to gain customers’ loyalty. In this research, the main aim is to find whether these LPs affect customers’ loyalty towards the retailer by closely analyzing the loyalty card members of a leading Indian departmental store in Delhi. Quantitative research (regression and correlation) was conducted in the form of a questionnaire to test a model whereby the effect of value perception of the LP is tested on programme loyalty and the effect of programme loyalty is then tested on brand and store loyalty that together make the consumer a loyal customer. A total of 120 questionnaires were collected and the findings reveal that LPs do affect customers’ loyalty towards the retailer but they are not the sole factor in a customer’s loyalty development. The study is unique as it confirms the customers’ loyalty towards a retailer taking into account both attitudinal and behavioural aspects of loyalty. Apart from testing the model, other elements such as habit, convenience, offers, incentives and reputation are tested as well. Results of the study ascertain that customers focus heavily on the variety of offers, incentives and habit as other reasons for developing customer loyalty. Thus, LPs work for companies but they have to take the whole package into consideration.

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Customer Loyalty Programmes and Clubs

Cited by 17 publications

References 0 publications

Building brand relationship quality among hotel loyalty program members

Building brand relationship quality among hotel loyalty program members

The Effect of Environmental Preservation, Advanced Technology, Hotel Image, and Service Quality on Guest Loyalty

An Empirical Analysis of the Effect of a Retailers Loyalty Programme on Their Customers’ Loyalty

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