A preliminary study on the benefits of loyalty programs in Malaysian city hotels / Jazira Anuar, Norzuwana Sumarjan and Salleh Mohd Radzi
Hotels spend millions of dollars annually to grant benefits to their loyal members. However, despite having a huge portion of invest-ment on this loyalty program benefits, the effectiveness of such pro-grams in delivering benefits to members is still questionable. In-depth interviews of 14 hotel exe...
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| Format: | Article |
| Language: | en |
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UiTM Press
2013
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| Online Access: | https://ir.uitm.edu.my/id/eprint/20604/1/AJ_JAZIRA%20ANUAR%20JTHCA%2013.pdf https://ir.uitm.edu.my/id/eprint/20604/ https://www.jthca.org/ |
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| _version_ | 1833060898777858048 |
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| author | Anuar, Jazira Sumarjan, Norzuwana Mohd Radzi, Salleh |
| author_facet | Anuar, Jazira Sumarjan, Norzuwana Mohd Radzi, Salleh |
| author_sort | Anuar, Jazira |
| building | Tun Abdul Razak Library |
| collection | Institutional Repository |
| content_provider | Universiti Teknologi Mara |
| content_source | UiTM Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | Hotels spend millions of dollars annually to grant benefits to their loyal members. However, despite having a huge portion of invest-ment on this loyalty program benefits, the effectiveness of such pro-grams in delivering benefits to members is still questionable. In-depth interviews of 14 hotel executives from either Front Office or Marketing department were primarily conducted to explore hotel’s benefit structures. The taxonomical benefits offered by six city hotel loyalty programs were compared and summarized. The transcripts and tapes derived from the interviews were analyzed, coded and summarized into categories. The findings were structurally com-pared. Findings revealed that although these six city hotels sharing the same thirteen core benefits, but each hotel is trying very hard to differentiate themselves from their competitors. It is beneficial for hoteliers in improving their current loyalty programs or designing new loyalty programs for their hotel. Uniquely, this study provides benefit taxonomy summary of the six city hotel loyalty programs in Malaysia and compares the benefits categorized into three levels: core benefits, partially common benefits and individual benefits. |
| format | Article |
| id | my.uitm.ir-20604 |
| institution | Universiti Teknologi Mara |
| language | en |
| publishDate | 2013 |
| publisher | UiTM Press |
| record_format | eprints |
| spelling | my.uitm.ir-206042018-07-17T06:10:32Z https://ir.uitm.edu.my/id/eprint/20604/ A preliminary study on the benefits of loyalty programs in Malaysian city hotels / Jazira Anuar, Norzuwana Sumarjan and Salleh Mohd Radzi jthca Anuar, Jazira Sumarjan, Norzuwana Mohd Radzi, Salleh Hospitality industry. Hotels, clubs, restaurants, etc. Food service Hotels. Bed and breakfast accommodations Hotels spend millions of dollars annually to grant benefits to their loyal members. However, despite having a huge portion of invest-ment on this loyalty program benefits, the effectiveness of such pro-grams in delivering benefits to members is still questionable. In-depth interviews of 14 hotel executives from either Front Office or Marketing department were primarily conducted to explore hotel’s benefit structures. The taxonomical benefits offered by six city hotel loyalty programs were compared and summarized. The transcripts and tapes derived from the interviews were analyzed, coded and summarized into categories. The findings were structurally com-pared. Findings revealed that although these six city hotels sharing the same thirteen core benefits, but each hotel is trying very hard to differentiate themselves from their competitors. It is beneficial for hoteliers in improving their current loyalty programs or designing new loyalty programs for their hotel. Uniquely, this study provides benefit taxonomy summary of the six city hotel loyalty programs in Malaysia and compares the benefits categorized into three levels: core benefits, partially common benefits and individual benefits. UiTM Press 2013 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/20604/1/AJ_JAZIRA%20ANUAR%20JTHCA%2013.pdf A preliminary study on the benefits of loyalty programs in Malaysian city hotels / Jazira Anuar, Norzuwana Sumarjan and Salleh Mohd Radzi. (2013) Journal of Tourism, Hospitality & Culinary Arts (JTHCA) <https://ir.uitm.edu.my/view/publication/Journal_of_Tourism,_Hospitality_=26_Culinary_Arts_=28JTHCA=29/>, 5 (2). pp. 51-63. ISSN 1985-8914 ; 2590-3837 https://www.jthca.org/ |
| spellingShingle | Hospitality industry. Hotels, clubs, restaurants, etc. Food service Hotels. Bed and breakfast accommodations Anuar, Jazira Sumarjan, Norzuwana Mohd Radzi, Salleh A preliminary study on the benefits of loyalty programs in Malaysian city hotels / Jazira Anuar, Norzuwana Sumarjan and Salleh Mohd Radzi |
| title | A preliminary study on the benefits of loyalty programs in Malaysian city hotels / Jazira Anuar, Norzuwana Sumarjan and Salleh Mohd Radzi |
| title_full | A preliminary study on the benefits of loyalty programs in Malaysian city hotels / Jazira Anuar, Norzuwana Sumarjan and Salleh Mohd Radzi |
| title_fullStr | A preliminary study on the benefits of loyalty programs in Malaysian city hotels / Jazira Anuar, Norzuwana Sumarjan and Salleh Mohd Radzi |
| title_full_unstemmed | A preliminary study on the benefits of loyalty programs in Malaysian city hotels / Jazira Anuar, Norzuwana Sumarjan and Salleh Mohd Radzi |
| title_short | A preliminary study on the benefits of loyalty programs in Malaysian city hotels / Jazira Anuar, Norzuwana Sumarjan and Salleh Mohd Radzi |
| title_sort | preliminary study on the benefits of loyalty programs in malaysian city hotels / jazira anuar, norzuwana sumarjan and salleh mohd radzi |
| topic | Hospitality industry. Hotels, clubs, restaurants, etc. Food service Hotels. Bed and breakfast accommodations |
| url | https://ir.uitm.edu.my/id/eprint/20604/1/AJ_JAZIRA%20ANUAR%20JTHCA%2013.pdf https://ir.uitm.edu.my/id/eprint/20604/ https://www.jthca.org/ |
| url_provider | http://ir.uitm.edu.my/ |