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A structural analysis of hotel sector loyalty programmes

Palmer,, A, McMahon-Beattie, U and Beggs, R (2000) A structural analysis of hotel sector loyalty programmes. International Journal of Contemporary Hospitality Management,, 12 (1). pp. 54-60. [Journal article]

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Abstract

Analyses the variety of loyaltyprogrammes that exist within theUK corporate hotel sector. Aliterature review leads to theproposition that in order to becost-effective in stimulating repeatbusiness, loyalty programmesshould reflect thebusiness environment in whichthey operate. Loyalty programmesvary in the extent to which theycollect, analyse and use customerinformation. A conceptualframework is developed in whichinformation management andcustomisation are related to eachother. This proposition supportsthe argument that there is nosingle formula for the developmentof a successful loyalty programmewithin the hotel sector. Althoughquestions are raised about howthe effectiveness of a loyaltyprogramme can be measured, theproposition that market characteristics,information intensity andlevel of customisation can influencethe effectiveness of a loyaltyprogramme, is accepted.

Item Type:Journal article
Faculties and Schools:Ulster Business School > Department of Hospitality and Tourism Management
Ulster Business School
ID Code:29234
Deposited By: Professor Una McMahon-Beattie
Deposited On:10 Apr 2014 10:25
Last Modified:10 Apr 2014 10:25

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