search query: @indexterm CUSTOMER RELATIONS / total: 402
reference: 136 / 402
| Author: | Baloglu, S. |
| Title: | Dimensions of customer loyalty: separating friends from well wishers |
| Journal: | Cornell Hotel and Restaurant Administration Quarterly
2002 : FEB, VOL. 43:1, p. 47-59 |
| Index terms: | BRAND LOYALTY CUSTOMER RELATIONS LOYALTY |
| Language: | eng |
| Abstract: | The question for hospitality operators who offer frequency programs is, why do frequent-guest-program members repeatedly patronize your companY? That is, are loyalty-program members truly loyal to your company or brand, or do they merely appear to be loyal as they seek to gain premiums or benefits? This article provides insights into these questions by examining the attitudinal and behavioral loyalty of members of a casino's frequent-player program, known as a "slot club". |
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