The Optimality of Profit Sharing in Loyalty Reward Programs

Nasir, Wan Nuraini Fahana Wan; Lola, Muhammad Safiih

doi:10.1007/978-981-13-0074-5_82

Cited by 1 publication

(1 citation statement)

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“…The loyalty programme is, in general, responsible for an institutionalised motivational and incentive system, the main aim of which is to increase the volume of consumption (in terms of the volume of purchased products and/or the frequency of consumption of services) by customers over time (from a short-term but, above all, from medium-and longterm perspectives). From the point of view of the integration of loyalty programmes into the marketing management system, it belongs to the operational tools of CRM; however, there is a very close link between the analytical part of CRM, since the data obtained through loyalty programmes allow the creation of analyses that can not only improve their customers' experience, but transform new knowledge about them into higher profits (Wan et al 2018).…”

Section: Introductionmentioning

confidence: 99%

Loyalty Programmes and Their Specifics in the Chinese Hospitality Industry—Qualitative Study

Gubíniová

Møller

Treľová

et al. 2023

Administrative Sciences

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Instead of aiming to achieve as many members as possible, it is important to focus on retaining customers, which is achieved with the support of loyalty programmes. As the tourism and hospital industries have become the fastest growing sectors in the world, hotels have realised the potential to focus on their loyal customers. A qualitative approach was adopted to explore the attractiveness of loyalty programmes to Chinese consumers and the challenges of such programmes in the hospitality industry. The aim of this paper is to identify which aspects of a loyalty programme in the hospitality industry are perceived as attractive to Chinese customers. This qualitative research highlights the perspective of industry leaders such as general managers and executives working in the club lounges of five-star hotels in Suzhou as well as loyalty programme consultants with a focus on China. The qualitative research findings are aimed at supporting hotels in China and loyalty programmes with a focus on Chinese consumers in the hospitality industry in order to receive more knowledge and to explore new strategies on how to retain and satisfy Chinese programme members.

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Section: Introductionmentioning

confidence: 99%