| dc.description.abstract | Over the past years, customer retention is recognized as one of key success factor and customer loyalty concept has pervaded several industries (Lewis, 1997). Nasution and Mavondo (2008) proposed that among hospitality industry, hotel sector is considered as competitive and has key role to the success of the industry. Customer loyalty become the topic that is covered by many researches and most implemented marketing initiatives by practitioners and researchers. Moreover, Shoemaker and Lewis in 1999 also defined customer loyalty as hospitality marketing future. Many hotel systems introduced their loyalty program as effort to attract and sustain customers, enhance long-term customer relationship. According to study conducted by Barsky in 2008, there was steady increase in the role of customer loyalty program in their decision of choosing hotel from 32% to 37% over five years from 2002 to 2007. However, do hotel loyalty programs benefit the hotels as their desire? The purpose of this study is to review published research on customer loyalty and customer loyalty programs in hotel industry to better understand its impact, evolution and development, investigate different attributes to customer loyalty and customer loyalty program, after that applications could be concluded to develop and improve hotel loyalty programs to bring more values to loyal customers as well as attract more customers.
Key words: customer loyalty, loyalty program, hospitality industry | en_US |
