A preliminary study on the benefits of loyalty programs in Malaysian city hotels / Jazira Anuar, Norzuwana Sumarjan and Salleh Mohd Radzi

Anuar, Jazira and Sumarjan, Norzuwana and Mohd Radzi, Salleh (2013) A preliminary study on the benefits of loyalty programs in Malaysian city hotels / Jazira Anuar, Norzuwana Sumarjan and Salleh Mohd Radzi. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 5 (2). pp. 51-63. ISSN 1985-8914

Abstract

Hotels spend millions of dollars annually to grant benefits to their loyal members. However, despite having a huge portion of invest-ment on this loyalty program benefits, the effectiveness of such pro-grams in delivering benefits to members is still questionable. In-depth interviews of 14 hotel executives from either Front Office or Marketing department were primarily conducted to explore hotel’s benefit structures. The taxonomical benefits offered by six city hotel loyalty programs were compared and summarized. The transcripts and tapes derived from the interviews were analyzed, coded and summarized into categories. The findings were structurally com-pared. Findings revealed that although these six city hotels sharing the same thirteen core benefits, but each hotel is trying very hard to differentiate themselves from their competitors. It is beneficial for hoteliers in improving their current loyalty programs or designing new loyalty programs for their hotel. Uniquely, this study provides benefit taxonomy summary of the six city hotel loyalty programs in Malaysia and compares the benefits categorized into three levels: core benefits, partially common benefits and individual benefits.

Download

[img]
Preview
Text
AJ_JAZIRA ANUAR JTHCA 13.pdf - Published Version

Download (312kB) | Preview

Metadata

Item Type: Article
Creators:
CreatorsID Num.
Anuar, JaziraUNSPECIFIED
Sumarjan, Norzuwananorzu161@salam.uitm.edu.my
Mohd Radzi, SallehUNSPECIFIED
Subjects: T Technology > TX Home economics > Hospitality industry. Hotels, clubs, restaurants, etc. Food service
T Technology > TX Home economics > Hotels. Bed and breakfast accommodations
Divisions: Universiti Teknologi MARA, Selangor > Puncak Alam Campus > Faculty of Hotel and Tourism Management (B)
Journal or Publication Title: Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
ISSN: 1985-8914
Volume: 5
Number: 2
Page Range: pp. 51-63
Item ID: 20604
Uncontrolled Keywords: Benefits, hotel executives, loyalty programs, Malay-sian city hotels
URI: http://ir.uitm.edu.my/id/eprint/20604

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year