Building Customer Loyalty

Paper Summary:

The paper examines the issue of whether or not customer service is more important than loyalty programs. The research study examines the primacy of customer service as a predictor of customer loyalty. The paper provides a literature review, a study and questionnaire substantiating its basic thesis, and concludes with a review of why studies such as this one are so important to the hospitality industry.

From the Paper:

"Building Customer Loyalty through Quality: Why Substance still wins out Introduction In recent years, it has become increasingly evident that hotels (and motels) face enormous challenges as the twenty-first century approaches its second decade. Not least of all, these businesses are confronted with a much more demanding public than ever before as well as by a public that is far more conscious about what it can - and cannot -demand from the industry. Given this state of affairs, hotels understandably want to keep the customers they do have as loyal as possible. "

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