Are Your Satisfied Customers Loyal?

Topics:
Lodging
Tags:
Cornell University,
Guest,
Management,
Marketing,
Marketing Research,
Strategy
Source:
Cornell University

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Overview: The firmly held doctrine that guest satisfaction means repeat business is called into question by the results of this study of 364 guests of two similar big-city hotels. Analysis showed only a weak connection between satisfaction and loyalty (which is a precursor to repeat purchases). Examining such factors as purpose of travel and demographics, the study revealed another finding that may give hoteliers pause - especially considering the industry's huge expenditures on frequent-guest programs. Business travelers were among the least loyal of the guests responding to this survey. The chief factors that engaged guests' loyalty were hotel design and amenities.

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Format: PDF | Size: 258KB | Date: Aug 2004 | Pages: 14

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