Literature ReviewIntroductionThis section aims to provide a thorough threesome of the theoretical framework behind the concept of consignment in general and in particular the practice of implementing committal programs in the UK hotel exertion As devotion programs atomic number 18 gradu onlyy humankind developed by an increasing number of hotel organisations , it is thus all-important(prenominal) to take in the meaning of committal and the purpose of consignment programs inside the scope of the hotel industry . This chapter examines the existing literature on consignment systems and discusses the study principles that render it to be a significant boldness of market and customer relationship building . It push through(p)lines the concepts of customer devotion and inscription program in general and provides detai ls on customer loyalty programmes as use in the hotel field . It also examines the alleged benefits of loyalty programs and attempts to find out if loyalty programs do indeed encourage or stimulate ingeminate sales . Finally , it looks into how customers perceive loyalty programs by reviewing the experiences in some sectors and industries that have advocated this particular type of marketing strategy1 . loyalty and the Hotel IndustryThe hotel sector is an enormously fast growing field at heart the hospitality industry . It has been recognised as a orbiculate industry with consumers from all over the world . The facilities of the hotel such as rooms , bars , restaurants , clubs and health club are no longer considered as extravagance . In the in advance(p) union , these facilities and go have become essential comp cardinalnts of liveliness entitle (Kandampully and Suhartanto , 2000 .
In the past decades , the supply of hotel services has increase significantly which has propelled tight competition among hotelsOne of the biggest challenges that hotels are facing straightaway is gaining and maintaining the militant advantage over the industry s market Since services and crops that a hotel offers are quite hard to differentiate from among all opposite hotels , developing a loyal customer make by providing special , targeted benefits may very well sour out to be an essential strategy for any hotel to get up out from among its competitors . Developing customer loyalty can be one of the most efficient and successful marketing tools if implemented decent . Thus in today s hospitality industry , progress loyalty programs ma y prove to be a particular success factor in acquiring belligerent advantageLoyalty programs started 1980 and since then(prenominal) , they have been developing in every industry cosmopolitan . Because loyalty brings benefits to the organisation and its customers , majority of hotels nowadays have high-quality loyalty program . The development of customer loyalty is a strategical goal for most hotels today in to increase amplification (Duffy D .L , 20032 . Definition and concept of LoyaltyAccording to Richard L (cited in chocolate-brown , 2000 , loyalty is a deeply held commitment to re-buy or re-patronize a product or service consistently in the emerging contempt situational influences and marketing efforts having the potential to cause switching deportment In other words , loyal customers keep purchasing the said(prenominal) products or service from one organisation whenever the penury arises . browned (2000 ) defines...If you want to get a full essay, devote it on our website: OrderCustomPaper.com
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