What drives loyalty?(editor's diary)

Hotels, October, 2004 by Weinstein, Jeff

CORNELL UNIVERSITY'S School of Hotel Administration does a wonderful job of disseminating to the industry at large the results and analyses of thoughtful and timely research. Among topics covered: Challenges created by the growing number of rooms booked on the Internet; maximizing the economic value of the hospitality workforce; and, lately, it has published several reports on the state of customer loyalty. A report that just crossed my desk suggests hoteliers should consider redirecting some of their frequent-guest expenditures toward strengthening human resources and improving the guest experience through design and amenities.

A study of 364 guests at two big-city hotels showed only a weak connection between satisfaction and loyalty, and found business...

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