Loyalty programs have been extensively used to enhance customer loyalty. Despite the rapid
growth of the programs, its effectiveness in boosting customer loyalty is still questionable. By employing
meta-analysis technique, nine empirical studies in hospitality businesses are reviewed. Result shows that
loyalty programs do not have a significant effect on increasing customer loyalty. The programs are only
able to encourage customers to repeatedly purchase without having emotional attachment and personal
relationship to the companies.

Creator(s)

• (98-030) Serli Wijaya

Contributor(s)

-

Publisher

Universitas Kristen Petra; 2005

Language

English

Category

jou – Journal

Sub Category

-

Source

Jurnal Manajemen perhotelan, Vol. 1, No. 1, Maret 2005: 24-31; Serli Wijaya (98-030)

Subject(s)

• CUSTOMER LOYALTY
• HOSPITALITY INDUSTRY

File(s)

• jiunkpe-ns-jou-2005-98-030-14164-loyalty_program-resource1.pdf