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| Tekijä: | Mattila, A.S. |
| Otsikko: | How affective commitment boosts guest loyalty (and promotes frequent-guest programs) |
| Lehti: | Cornell Hotel and Restaurant Administration Quarterly
2006 : MAY, VOL. 47:2, p. 174-181 |
| Asiasana: | hotel and catering industry marketing management brands consumer behaviour customers loyalty USA |
| Kieli: | eng |
| Tiivistelmä: | 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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