Abstract This paper discusses customerloyalty, using the company Comcast Corporation as a case study. The paper begins with an assessment of the roots of customerloyalty, which it maintains are in staff loyalty. Next the paper examines how customerloyalty is developed. Then the paper asks how customerloyalty is incorporated into marketing strategy. Finally, the paper studies the affect of customerloyalty on Comcast's customer retention.
From the Paper "Winning customer loyalty begins with winning staff loyalty. Companies that try to win customer loyalty without first winning staff loyalty often find that in spite of great customer loyalty programs and initiatives their results fall far short."
Abstract Customerloyalty describes the tendency of a customer to choose one business or product over another for a particular need; customerloyalty becomes evident when choices are made and actions taken by customers. This paper analyzes and critically evaluates the various methodologies and techniques of customerloyalty in application to the hotelindustry 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
CustomerLoyalty in Hospitality Industry Efficiency Measurement in HotelIndustry in terms of CustomerLoyalty Theoretical models/techniques of Customerloyalty programs in Hotels Latest Problems/Issues Concerning the Industry/Organisation
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 organisational performance in regard to customer loyalty."
Abstract 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 customerloyalty. 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. "
Abstract This paper presents an exploration of the hotelindustry 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.
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. "
Reviews "European Business Journal", article "E-CustomerLoyalty: Applying the Traditional Rules of Business for Online Success" by Frederick F. Reichheld, Robert G. Markey, Jr. and Christopher Hopton.
Abstract This paper introduces, discusses, and analyzes an article on e-customerloyalty. It looks at the article's view of creating and maintaining a loyal customer base, its discussion of the impact of the internet on business, and the reasons provided for the failures of many on-line businesses. The paper consists of a one-page synopsis and two-page critique of the article.
From the Paper "This article goes into detail about what many consumers have known for a long time. The most successful merchants, both online and off, are those who recognize the importance of developing a good relationship with their customers, thereby creating customer loyalty and greater profits for their company. The paper argues that many online merchants do not recognize that many brick-and-mortar business rules still apply to their businesses online. "They often forget that the fundamental rules of successful business still apply" (Reichheld et al 173). The article goes on to discuss two particular companies foray into e-commerce, and their experience with building a profitable company online. It continues with information on how to build customer loyalty, and identify your customer. It also provides ideas on how to build trust, get to know your customer, and empower your organization to develop great customer relationships."
Tags: succesful, merchants, online, customers, e-commerce, internet, boo.com, service
Abstract This paper is an in-depth analysis of the advent of electronic customer relations management (e-CRM). It looks at the early developments in the field, how this has expanded, paying particular attention to the hotelindustry. It looks at both the pluses and minuses of the e-CRM system, and some of the different types of software that are available. It also looks at which areas of the hotelindustry e-CRM has had the most impact.
From the Paper "The Internet Age has created an environment in which the needs of the individual are of paramount importance: Not only has the accessibility of the Internet created conditions in which customers have access to service and products over a 24-hour period, this type of environment has also affected the perceptions of the individual in terms of external customer service relations. At a general level, the introduction of the Internet created an environment in which the consumer was able to get increased customer care and was able to research products and product development. This in turn increased customer awareness, which finally affected their purchasing decisions."
Abstract This paper examines ten articles on the subject of brand management in the Japanese hotelindustry. It looks at brand management as an important part of most marketing activities and its importance to the hospitality industry. The paper also looks at the importance of building brand awareness, image and loyalty.
From the Paper "Brand management is an important part of most marketing activities and can be particularly important in the hospitality industry. This research examines ten articles and their ..."
Tags: brand management, Japanese hotelindustry, hospitality industry
Abstract This paper details new technology that is helping businesses expand profits and sales. Electronic commerce has become an essential reality for all industries, including travel and hotelindustries. The latest trend must be followed-it is that of the virtual tour of the hotel premises. This aspect of technology is expected to boost sales by increasing the customer base of hotels, and making it easy to market hotel facilities.
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 customerloyalty 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
CustomerLoyalty 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."
Abstract This paper discusses how few industries are as rabidly competitive as the hotelindustry. With this in mind, the following paper offers a business proposal for a 30 acre hotel to be constructed in St. Kitts of the West Indies. Beyond its role as a resting place for weary travelers the hotel will also serve as a hospitality and tourism college for those interested in making their way in this sector.
Abstract This paper reviews the hotelindustry, 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."
Abstract This paper explores the nature of the hotelindustry 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.
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 This paper notes that the hospitality industry, which includes travel, businesses, hotels, restaurants, and theme parks among other businesses, operates on a relatively small margin in most cases and can be adversely affected by economic changes and by customer dissatisfaction that then translates into bad word of mouth. Businesses like hotels and restaurants thus have to set and meet quality standards that contribute to customer satisfaction and also must provide customer service. At the same time, such businesses have to try to keep down labor costs in order to stay within the small profit margin they usually face. This paper discusses some of these issues by examining the way that the Four Seasons Hotel chain has managed costs and quality in recent years. The Four Seasons Hotel Chain is a Canadian-based company that began with one hotel in Toronto.
This paper is a complete research project using a case study approach to investigate performance measurement practices in the U.K. budget hotel sector.
Abstract This paper relates that, in recent years, the concept of a "budget hotel" in the U.K. has changed so that today many of these less-expensive hotels are virtually indistinguishable from many of their more upscale and expensive counterparts. The author points out that the research focuses on major areas of hotel management including (a) overall performance, (b) employee performance, (c) customer satisfaction, (d) financial performance and (e) what innovative measures are being used to increase performance measure. The paper concludes that the Premier and Express by Holiday Inn were identified as the two front runners in the U.K. budget hotelindustry and that these chains reached this performance level with careful attention to trends in the marketplace and the needs and wants of their guests. The paper includes several figures and tables, quotations, a complete questionnaire and the reporting of survey data.
Table of Contents:
Introduction
Statement of the Problem
Purpose of Study
Research Questions
Importance of Study
Overview of Study
Review of Related Literature
Background and Overview
Overview of HotelIndustry Categories of Service
Limited-service mid-scale hotels Budget Hotels Recent Trends in the Budget HotelIndustry Overview of Budget Hotels in the UK Today
Performance Measures
Methodology
Description of the Study Approach
Data-gathering Method and Database of Study
Documentation Collection
Survey
Sampling
Reliability and Validity
Rationale in Support of Methodology
Data Analysis
Case Studies: Premier Travel Inn UK and Express by Holiday Inn UK
Premier Travel Inn
Stock Performance for Whitbread: March 2006 to Date
Key Financial Metrics for Whitbread: 2001-2005
Whitbread Net Operating Revenues versus Net Profit: 2001-2005
Whitbread Earnings Per Share: 2001-2005
Whitbread Earnings Per Share: 2001-2005
Express by Holiday Inn
Amenities and benefits featured by Express by Holiday Inn in the UK
Financial Metrics Reported by Express by Holiday Inn in the UK
Intercontinental Hotels Group plc (IHG)
Other Performance Metrics Reported by Express by Holiday Inn in the UK
Representative Google Search Engine Results for "Hotel," "London"
Survey of Express and Premier Hotel Management:
Summary and Conclusions
Summary
Conclusions
From the Paper "Middle upscale hotels are also able to lower rates during times of adverse economic environments. Many of these hotels have found it to their mutual advantage to engage in strategic partnerships with organizations such as the American Association of Retired Persons and the Automobile Association of America by offering discounts during off-season periods or during adverse economic periods. All-suite middle upscale hotels include AmeriSuites (Howard Johnson), Embassy, Guest Quarters, Hawthorne, Homewood, Lexington, and Residence Inn by Marriott."
