Loyalty: A Strategic Commitment

Abstract

A study of 892 luxury-hotel guests, most of whom travel frequently and primarily on business, supports the idea that relationship marketing can benefit luxury-hotel marketing. The authors developed a model of service relationships based on focus groups and customer-loyalty studies. This study primarily tested benefits that hotels could offer guests to foster loyalty. Benefits that garnered strong support were room upgrades, flexible check in and check out, personalized services, and expedited registration; being able to request a specific room; and employees who take guests' problems seriously. Trust is also an antecedent of loyalty; hotels can foster trust by ensuring guest safety, providing consistent service, seeing that employees follow through on guest requests, being truthful, and communicating accurately. Unfortunately, the respondents felt that their hotels fell short on the benefits that foster loyalty and the attributes that foster trust.

The Relationships among Brand Equity, Brand Preference, and Purchase Intention: Empirical Evidence from the Motorbike Market in Vietnam

“…Loyal consumers present more positive responses to a brand than non-loyal consumers do (Grover & Srinivasan, 1992). Moreover, loyal customers are less likely to switch to another brand simply due to price, and they purchase routinely more than comparable non-loyal customers do (Bowen & Shoemaker, 1998). Hence, brand loyalty will add to growing brand equity.…”

Measuring Customer Based Brand Equity: A Case of Heineken from the Beer Market in Vietnam

“…Moreover, brand loyalty has the power that can affect customer decision to purchase the same product or brand and decline to shift to other brands (Yoo et al, 2000). Loyal consumers show more favorable responses to a brand and are less likely to switch to a competitor just because of price (Bowen & Shoemaker, 1998). Therefore, brand loyalty will strongly add to increasing brand equity.…”

The Mediation of Tourists Satisfaction on the Relationship between Tourism Service Quality and Tourists Loyalty: Five Stars Hotel in Jordanian Environment

“…The findings of all three studies showed some substantial difference in results. In one of the studies conducted in the United States the findings included the importance of the quality of on-site services, personnel, guest room design and amenities (Dube & Renaghan, 1999a), room upgrades, flexible check in-out and customized services (Bowen & Shoemaker, 1998). In the other study, Barsky and Nash (2002) found distinct groups of affective emotions influencing loyalty.…”