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 ; 2590-3837

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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.

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Item Type: Article
Creators:
Creators
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Anuar, Jazira
UNSPECIFIED
Sumarjan, Norzuwana
norzu161@salam.uitm.edu.my
Mohd Radzi, Salleh
UNSPECIFIED
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
Journal or Publication Title: Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
UiTM Journal Collections: UiTM Journal > Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
ISSN: 1985-8914 ; 2590-3837
Volume: 5
Number: 2
Page Range: pp. 51-63
Official URL: https://www.jthca.org/
Item ID: 20604
Uncontrolled Keywords: Benefits, hotel executives, loyalty programs, Malay-sian city hotels
URI: https://ir.uitm.edu.my/id/eprint/20604

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20604

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