Building brand loyalty in Indian hospitality industry
Published: 2012
Author(s) Name: Balgopal Singh
Locked
Subscribed
Available for All
Abstract
Hospitality companies can increase their profit margin by creating and sustaining their brand loyal customers. This is a more profitable approach than other marketing activities for service industry than price cuts or promotional programs. In a mature industry like Hospitality acquiring new customers is expensive because of advertising, promotion, and start-up operating expenses, but it is cheaper to serve existing customers. This paper is an extensive literature survey to bring together the factors that contribute in developing and sustaining brand loyalty and provides strategies to hospitality managers for retaining brand loyal customers.
Key word: Brand Loyalty, Hospitality, Frequent Guest Programme
View PDF