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 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
Customer Loyalty in Hospitality Industry Efficiency Measurement in HotelIndustry in terms of Customer Loyalty
Theoretical models/techniques of Customer loyalty 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 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 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 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. "
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 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 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 growing internationalization of the hotelindustry and focuses on hotels in China, India and Mexico. The paper reveals that growth in all three countries in the hotelindustry were at record levels for the years of 2005 and 2006, which shows great potential for those entering the hotelindustry in either one of these three countries. The paper then concludes that Mexico is the choice among the three countries due to the ease of doing business there.
Outline:
Objective
Introduction
Entry Potential in the Hospitality Industry HotelIndustry Outlook: India, China and Mexico
Summary and Conclusion
From the Paper "The Work of Scoviak entitled: "New Territory" (2008) published in the Hotels publication relates that demographics are changing and the result is an "opening up [of] the pipeline for hotel franchising." (2008) Scoviak relates that "this era of consumer centrism is rewriting the development rules." (2008) Scoviak relates that Canada and Mexico are "prime markets for franchise sales - especially in the case of Mexico as prime markets for franchise sales - especially in the case of Mexico, where an expanding middle class is looking for 'branded hotels with an authentic Mexican flavor." (2008)
"Scoviak states that the "short-term, pent-up demand should drive growth numbers for franchisors' mid-scale and select-service brands." (2008) Further stated in this analysis is that investors have been receiving advice that "it is a good time to go internationally, particularly in Europe" and growth rates in the United States will be "flattering". (Scoviak, 2008)"
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.
Abstract This paper explores the strategies and methods used in the hotelindustry when targeting a more mature demographic as well as the importance of increasing nationalism despite the political situation around the world. There are several important factors to recognize in the aging population and its travel activities such as price, convenience and location. The writer of this paper details the key priorities for strategic hotel management including the importance in satisfying the customer regardless of age or nationality. The writer also considers the scope of the mature traveler's impact on strategic hotel management and marketing.
Topics covered in this paper include:
Introduction and Overview
The Effects of the Aging Population on Tourism and the HotelIndustry Growing Nationalism
Conclusion
Bibliography
From the Paper "For the aging population, a reduction in room charges may also be a means of getting more business from elderly travelers. It is important that, when reservations are made, that the reservations clerk confirm if a Senior Discount applies. There are, of course, many travel professionals who specialize in creating tours for senior citizens, and these bookings would normally inform the hotel about such discounts."
Abstract This paper examines the hotel and restaurant industry in the United States and provides several reasons for the rise in employee turnover rates in previous years. The paper shows that it might be the case that management is more at fault for this trend than the employees themselves.
Table of Contents
A Tight Job Market
Turnover Statistics
Salaried Versus Hourly
Part-time Employee Rates
The HotelIndustry Layoffs Provide Potential Employees
Terrorism and the Economy
Attracting Employees
Surfing the Web
Luring Back Employees
Creating a New Image
Training the Future
Conclusion
From the Paper "Most people believe those in the hospitality industry work long hours, earn a low income and have very little chance for advancement in their career. The industry actually offers a wide selection of jobs with flexible hours. Hotels and restaurants are attempting to change their image by showing prospective employees the many benefits now being offered, which include training programs and the chance for advancement within the company."
Tags: hospitality, industry, training, recruitment, career
Abstract The paper treats the issue of hotel security from the standpoint of the hotel, management and the guest. The paper includes the importance and the advantages/disadvantages of providing safety in hotels.
From the Paper "Casual travelers do not necessarily give much thought to their personal safety when they are traveling domestically. However their sense of safety can decline significantly when they travel abroad, particularly given recent kidnappings and attacks on guests in hotels. In Europe and the Middle East, hotels also recognize that they can be targets not of guest-specific acts of violence but of attacks that target the hotel as a whole."
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."
This paper examines the case study of the Accor Group of Hotels in Indonesia, in which the company decided to market and develop a chain of standardized hotels similar to the Holiday Inn chain in the US.
Abstract This paper details how Paul Dubrule and Gerard Pelission, innovative entrepreneurs, along with the Indonesian Accor Group of Hotels came to launch a chain of 3 star hotels, popularly known as "Novotels," which afforded guests a convenient location, reasonable price and service, while expanding their business abroad. The paper examines hotel business practices in different parts of world and details the many factors involved launching and marketing new hotels including choosing locations and staffing these establishments while increasing tourism and profits wherever these hotels may reside.
From the Paper "With 2200 Hotels around the globe & 265000 rooms worldwide, Accor had standardized its hospitality structure. The number of rooms and the category of rated hotels in the Accor group are given per Exhibit 8 of the case study. The Management always ensured while establishing a Hotel that it was done at a good location, like out of town or near International Airports or International Highways where the land was procured cheaply and in abundance. This enabled the hotel to have plenty of open space, free car parks, playgrounds, swimming pools and so on.
It also ensured that the hotel could maintain it's international image with standardized customer services throughout its network."
Abstract This paper discusses Paul Dubrule and Gerard Pelisson's creation of the Accor Company. Accor's first venture, Novotel, opened in France in 1966 and was modeled after U.S. lodging facilities, proved so successful that it allowed the company to expand their holdings to various destinations worldwide. The writer examines the humble beginnings of the Accor Company which turned into a global force to be reckoned with in the hotelindustry.
From the Paper "Is diversity the strategy that a company should consider as a feasible means of success? Reviewing the humble beginnings of the Accor Company, a global force to be reckoned with in the hotel industry, it seems so. World-wide recognition, becoming America's largest owner and operator of economy lodging properties, capturing 10% of the total economy lodging section and being named as the ninth-largest U.S. hotel company overall is quite an accomplishment."
