search query: @indexterm Hotel and catering industry / total: 391
reference: 96 / 391
Author: | Mattila, A.S. |
Title: | How affective commitment boosts guest loyalty (and promotes frequent-guest programs) |
Journal: | Cornell Hotel and Restaurant Administration Quarterly
2006 : MAY, VOL. 47:2, p. 174-181 |
Index terms: | hotel and catering industry marketing management brands consumer behaviour customers loyalty USA |
Language: | eng |
Abstract: | The key for success in today's commoditized hotel industry is customer loyalty. The frequent-guest programs (here as: f-g-pgms.) , reward programs are not enough to induce loyalty, however, in the absence of an emotional bond (here as: e-b.) with the brand. Instead, affective commitment (here as: a-c.) - the e-b. is needed to ensure repeat patronage. This study demonstrates the key role of an a-c. in strengthening loyalty to the brand and in improving customers' perceptions of their preferred brand's f-g-pgms. |
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