Usage of E-Loyalty Programs in Hospitality Industry

Abstract

Customer loyalty has become one of the primary goals of hospitality business. Since customer-based communication channels provide important strategic marketing management tools, hospitality business use electronic word-of-mouth (e-WOM) as a tool to achieve customer loyalty. Analysing the customer loyalty data online has enabled businesses to measure the antecedents of e-loyalty, namely perceived value, e-satisfaction, and trust. This study examines e-loyalty or reward programs in the framework of these concepts for hospitality business. To create effective e-loyalty programs, it is necessary to pay attention on the basic dimensions, such as customized quality, perceived value, satisfaction, trust, etc. These dimensions and the effectiveness of hotel examples are evaluated for the purposes of this study.