ENCORE rewards program-retaining customers’ loyalty

Renaissance Melaka Hotel vision is to become the leading five star service provider of reliable and continuously improving standard of hospitality by achieving and maintaining high level of efficiency through teamwork and commitment to achieve their internal and external customers’ expectations. This research was conducted to identify the effectiveness of ENCORE Club Rewards Program in retaining customers’ loyalty. The objective of this research is to determine the benefits of ENCORE that can retain loyalty among customers or members. Besides that, this research is also to determine customers’ behavior in purchasing hospitality services, which can lead to loyalty. There are several techniques that have been used in order to obtain information from members of ENCORE. The targeted respondents, that are members of ENCORE for this research were located in Malacca Town, Batu Berendam, Ayer Keroh and also the district of Muar. 50 questionnaires had been distributed to them. Besides that, the researcher also conducted an informal interview with members through telephone calls. Furthermore, secondary data from sources such as printed media, journals, Internets and others were used in this research in order to obtain further information regarding this topic. It is more important to have loyal customers rather than satisfied customers. This is because loyal customers will spread positive information to other people, which is also be a company’s’ net present value. It appears to there be much to be known about the much lauded but little understood concept of loyalty. With this in mind, it is hoped that the knowledge base of loyalty will be extended in the same way that satisfaction work has progressed to current levels. Ironically, further strides in management’s understanding of loyalty may pose new issues and questions for satisfaction work, thus bringing the satisfaction-loyalty conundrum full circle. The success of the hotel loyalty program needs a full commitment, sustained attention and interaction, support and effort from all of the Renaissance staff because all of them are depending on each other to achieve their mission and vision for their hotel and thus continue surviving in their long-term operation.