Loyalty In Hospitality

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Introduction Customer loyalty has been an aspect within the hospitality sector that has been talked much about, with indications showing some of the benefits it has brought to such a sector. The much talked about aspect has been described as being the solution towards many of the mishaps that come about within the hospitality sector, with lack of clients being the main problem, and building loyalty within them being the major solution (Han & Back, 2008). This paper will aim to explore the influence of customer loyalty within the hotel industry. The paper will then proceed to identify some of the aspects that ensure customer loyalty within given customer segments as identified by the hospitality companies is maintained, with focus on the; service quality, levels of satisfaction and some of the strategies of attracting more customers. Such a concept to be investigated is one that is important to the hospitality industry, with the underlying facts of the importance customer loyalty has on their growth. Literature Review Various authors have argued that customer loyalty is an aspect within the hospitality industry that cannot be measured or in any way identified. Various dimensions have however been mentioned with attitudinal and behavioral aspects being the major concepts that can best describe the customer loyalty degrees in the hospitality industry (Han & Back, 2008). Various researchers have aimed to use the two dimensions of attitudinal and behavioral to best describe the customer loyalty aspects, with focus on such attributes of the way they react to services and satisfaction levels. Mainly categorization has been the main strategy within the two dimensions, with authors aiming to intentionally state the reasons as to why custom... ... middle of paper ... ...ithin the hotel industry, as used by many companies within the industry it has been one that has played an instrumental role in terms of consumer’s purchasing choice (DeWitt, Nguyen & Marshall, 2008). With customer satisfaction also playing an instrumental role towards ensuring hotels brand loyalty is maintained. Conclusion It’s clear that customer loyalty indeed to some extent has an influence towards the hotel industry, with the aspects such as the quality of service and customer satisfaction being the main factors which ensure an hospitality company maintains loyalty within its customers. The enticing customer’s strategies have well been laid out, with physical environment and fair prices and communication being the main attributes towards customer loyalty and ensuring the hotel industry are positively influenced by the increased customer loyalty levels.

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