Abstract
Customer loyalty describes the tendency of a customer to choose one business or product over another for a particular need; customer loyalty becomes evident when choices are made and actions taken by customers. This paper analyzes and critically evaluates the various methodologies and techniques of customer loyalty in application to the hotel industry in its marketing management, supported by theoretical models, news excerpts, case studies and research articles focusing on the trends and the latest problems/issues concerning the industry. The paper includes a graph.

Paper Outline:
Abstract
Definition
Customer Loyalty in Hospitality Industry
Efficiency Measurement in Hotel Industry in terms of Customer Loyalty
Theoretical models/techniques of Customer loyalty programs in Hotels
Latest Problems/Issues Concerning the Industry/Organization
Conclusion
References
Bibliography

From the Paper
"Academic analysis of the literature on customer satisfaction within the hotel industry brought forth an amazing lack of empirical data. Lewis and Nightingale (1991) commented that hotel companies have difficulty in measuring customer satisfaction and, in spite of the proven inefficiency of comment cards, many still rely upon them. However, they also make the point that Marriott regularly surveys its customers randomly and chains like Sheraton are always looking at how the room comment cards can be improved. Schneider and Bowen (1985) empirically demonstrated that customers and employees share perceptions and attitudes. It is therefore appropriate to use the employee perceptions of customer satisfaction as a reasonable measure of organizational performance in regard to customer loyalty."

Tags:loyalty, programs, Hilton, Ritz-Carlton, marriot, chains

Abstract
This paper examines how the hotel industry uses the concept of image to provide a concept that sets a specific property apart from a competitor. The paper attempts to prove that the value of a hotel image depends on how well guests are satisfied and how high service measures as well as how well management has hands-on strategy to correct weaknesses and strengthen advantages. The paper concludes that a hotel's image is based on the values created by customer loyalty because of higher-than-anticipated service.

Outline:
The Basic Concept of Image and its Marketing
Value and Service as Keys to Image
Differentiation of Image by "Perks"
Image Theory
Image Types
Pricing as Part of the Image
Service as Image (and Vice Versa)
Some Image Conclusions

From the Paper
" There are many concepts of what value is- for some products it is reliability and long-lasting qualities. For retailers, it is a reputation of fair dealing and pricing. "Value is typically defined as the total savings and satisfaction that a customer receives from a product that they purchase" (Shoemaker 273). In the hospitality industry, "savings" may be a distant second to "satisfaction." In fact, Steed and Gu (2004) claim that customer loyalty may mean these customers will accept higher prices. That is from the researchers' point of view. Customers may see high pricing and the expectation of greater value and satisfaction slightly differently: "If you are paying big bucks...you expect more in the way of service" (Parasuraman, Berry & Zeithaml 40). In other words, image must be backed by results, and those results are centered on customer satisfaction- not partial but complete satisfaction."

Tags:service, perks, guests, hospitality

Abstract
The paper discusses the incentive programs to customers offered by various leading hotel groups and highlights the positives and negatives resulting from these offers. The paper quotes comments by leading publications on the benefits of these programs, and states that true loyalty - benefit programs trust the customer rather than insisting on the customers' trust of the hotel. The paper further comments on the fact that a true loyalty program creates an asset by making the customer more attached to the brand over time.

Outline:
Introduction
Literature Review
Summary

From the Paper
"Shugan writes that the typical balance sheet of any firm might well embrace its customer base, buildings, cash, and other "tangible assets" - along with employee resources. And as to marketing activities, for the successful business (in this case, hotels) those activities should be well more expansive than just creating "short-term sales." Instead, marketing activities should work towards the creation of "enduring, if not permanent assets." Those assets (customers) become the Holy Grail that Shugan alluded to earlier, and they return far more value to the hotel than awareness advertising, that only offers temporary customer brand awareness, Shugan continues in his editorial in Marketing Science."

Tags:promotions, loyalty, programs, services, customized, based

Abstract
The report focuses on three items and their impact on the tourism industry. First, how database and loyalty marketing has helped relationship marketing. Second, how Internet and email has affected how customers search for information and purchase. Third, best practices and trends used by companies to gain a competitive advantage in their industry.

From the Paper
"Information systems are helping businesses better target their marketing efforts by storing information from customers received from surveys, invoice information, forms and contest giveaways. This allows Managers to execute complex communications programs that reinforce their name and build brand loyalty. Business owners know that to stay in business, some customers have to become repeat and loyal customers. According to an article in Ecom World (Shelton, 1999), customer loyalty is critical for three reasons:
1. Loyal, repeat customers cost less in marketing, support and advertising
2. Positive word-of-mouth from loyal customers brings new customers
3. Customers that have a poor experience will tell others."

Tags:computer, hotel, information, loyalty, management, systems

Abstract
This paper presents an exploration of the hotel industry in Dubai. The paper examines the industry as a whole, the changes that have taken place over the past decade and the effect of globalization on the hotel trade.

Outline:
Overview:
Introduction
Culture
Conclusion

From the Paper
"Social custom dictates that handshakes are an important part of greeting someone. In addition the Arab custom believes that one should not address a woman unless one has been properly introduced to that woman. The hotel industry has worked to accommodate both the Arab culture and the western culture within their guests. Offering alcohol to an Arab is considered offensive if one is not positive that the Arab drinks, however, in western civilization offering a drink is considered a mark of politeness. The Dubai hotel industry has had to incorporate ways to offer drinks without offending any guests.
Ramadan is the most revered holiday among Muslims and it is considered extremely offensive to eat, drink or smoke in front a Muslim from sunup to sun down during that time frame. The Dubai hotel industry has devised methods to allow non Muslim guests to partake in food and beverage without offending the Muslim locals and guests. "

Tags:Muslim, technology, cultures, Gulf, Social, custom

Abstract
This investigation presents an in-depth study of marketing, its techniques and different applications depending on the climate in which the marketing takes places. The paper defines the elements of distinctions between traditional and e-marketing. It looks at how different companies - both financial and retail - currently use integrated marketing concepts in their relationship marketing strategy as a way to encourage customer service and therefore strengthen customer relations. The paper offers an in-depth look at the marketing tactics utilized by Countrywide Financial Corporation and its international offshoot of Global Home Loans, located in the United Kingdom. This includes some background history on the organizations and their relationship. This paper also defines important terms to allow better understanding of how marketing, cost and customer loyalty form a direct and vital relationship with each other, regardless of method, agent or presence they are applied to. The paper focuses on different attributes of how these concepts work together to make business practices possible. This includes an exploration of the techniques used to market a product. It also focuses on how market segmentation and demographics play an important role in defining the market place but also allow an organization to target the best possible "match" consumer for its product or service. The paper looks at how a proactive marketing analysis allows an organization knowledge of the consumer in order to build a lasting relationship. It also explores the implications of such marketing techniques and how different degrees of brand presence within the market can create different concerns regarding risk and too much exposure. This also includes any threat to protection of intellectual property as well as the organization's image and customer relations.

Paper Outline:
Introduction
Purpose of the Study
Company Profile
Literature Review: The Role of Switching Costs
Traditional Marketing Strategy-Brick and Mortar
Knowing the Market and Demographics
Globalization
Customer Loyalty
E-Marketing and E-Commerce
Implications and Concerns Regarding E-Marketing
Conclusion
References

From the Paper
"The best way to utilize marketing to an organization's best benefit is to simply know the market in which business is done. It is imperative a company knows its target and be flexible to new targets. An organization can remain at the forefront by having a cutting edge attitude toward change within the target audience. Gordon writes, "The mood of the marketplace profoundly affects a campaign's success. It is important to respond correctly" (2003, p. 1). Also to remain competitive, an active pace is needed. Instead of allowing the market to define the marketing strategy, the organization should strive to define the marketplace. This can be done through incorporating innovative ideas across the board."

Tags:Porter, technology, retail, ERP

Abstract
The paper explains that customer loyalty programs are designed to assure that existing customers continue to purchase goods and services, rather than switching to a competitor. The paper provides a literature review to determine what makes customers remain loyal to a company. The paper proposes a study to determine which factors influence the decision to use a particular customer loyalty program for grocery customers who have more than one grocery customer loyalty cards. The paper outlines the research methodology of the study and explains how this study will contribute to a better understanding of the importance of customer loyalty cards in the decision to shop at a particular grocer.

Outline:
Literature Review
Problem Definition
Research Methodology
Contribution of Study

From the Paper
"Customer loyalty programs can have a positive impact on customer retention, but they also have a downside. They represent a capital expenditure and continuing operating costs. Nearly 75 percent of US shoppers currently belong to a customer loyalty program (CIOInsight 2003). Schemes are creative and include anything from free merchandise to frequent flyer miles. Managing customer loyalty has become a major part of the marketing mix. The effectiveness of these programs has become a topic of interest in both the academic and business world."

Tags:competitors, consumer, motivation, turnover

Abstract
The paper discusses how traditionally, the hotel industry measures its success by a calculation known as RevPAR, or revenue per available room, which Trillium will need to analyze in order to determine the most optimum strategy. The paper explains that RevPAR is figured by multiplying the hotel's average daily room rate by the occupancy rate which is measured as a percentage. The paper relates that while some hotels may measure RevPAR by dividing a hotel's revenue by its room count as well as the total number of days in a given period of time, the most common method is the former and this figure must then be divided by segment such as economy and luxury (Hoffman, Becker & Wong 87). In fact, the paper reveals that the hotel industry has become quite attractive as investment vehicles indicate an overall strong underlying financial performance.

From the Paper
"Traditionally, the hotel industry measures its success by a calculation known as RevPAR, or revenue per available room, which Trillium will need..."

Tags:strategic, overview, revpar

Abstract
This paper reviews the hotel industry, looking at the major players in the market. It provides statistics about numbers of rooms in the leading chains and where the most popular locations are. The paper then moves its focus to the Hyatt Hotels chain and examines how this fits into the global market.

From the Paper
"The industry's market segments are upper-scale, upscale, mid-scale with food and beverage service, mid-scale without food and beverage service, and economy. Those in the upper segments, often large and located in major cities or resorts, serve business and convention travelers and middle-to-high-income tourists who are more particular with service quality than price (Working for America Institute 2004). Those in the lower segments are mostly smaller, located in major areas and more particular about price than quality of service."

Tags:tourist, service, host

Abstract
This paper explores the nature of the hotel industry in the five- county area of Los Angeles, Orange, Riverside, San Bernardino and Ventura Counties as compared to its regional and national significance as an economic venture.