A Study on the Perception of Loyalty Membership Programme from the View Point of Hoteliers and Customers (A Study on the Four and Five Star Hotels in Pune)

Abstract

The hotels offer their customers Loyalty Membership Programme with a combination of various facilities and services. The hotels all over the world are trying to undo each other in an effort to give exclusive customer services and that is the key strategy today. The hotels need to retain customers to run the business. Loyalty programmes can be seen in every consumer-related industry, like restaurants, credit card companies, and retail industry. The customer gains points and use it for free hotel nights. The study tries to understand the perception of hoteliers and customers related to such Frequent Guest Programme. As perceived by the hoteliers the unique selling point of Loyalty Program Membership was the complimentary benefits offered by the hotel, whereas air points are perceived by the customers as most attractive. The disadvantages as perceived by the hoteliers are that the customers misuse the benefits offered to them by such programme, customers have high expectations and they expect the policies to be modulated as per their convenience. Through the study it was concluded that the advantages outweigh the disadvantages of offering a Loyalty Membership Programme and hence the hotels are in favour of having them and are constantly upgrading their programmes to get repeat customer.

Keywords: Loyalty Programme, Customer Loyalty

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