Loyalty Programmes and Their Specifics in the Chinese Hospitality Industry—Qualitative Study

Katarína Gubíniová (), Thorsten Robert Moller, Silvia Treľová and Malgorzata Agnieszka Jarossová
Additional contact information
Katarína Gubíniová: Faculty of Management, Comenius University Bratislava, Odbojarov 10, 820 05 Bratislava, Slovakia
Thorsten Robert Moller: Faculty of Management, Comenius University Bratislava, Odbojarov 10, 820 05 Bratislava, Slovakia
Silvia Treľová: Faculty of Management, Comenius University Bratislava, Odbojarov 10, 820 05 Bratislava, Slovakia
Malgorzata Agnieszka Jarossová: Faculty of Commerce, University of Economics in Bratislava, Dolnozemska cesta 1, 850 01 Bratislava, Slovakia

Administrative Sciences, 2023, vol. 13, issue 6, 1-12

Abstract: Instead of aiming to achieve as many members as possible, it is important to focus on retaining customers, which is achieved with the support of loyalty programmes. As the tourism and hospital industries have become the fastest growing sectors in the world, hotels have realised the potential to focus on their loyal customers. A qualitative approach was adopted to explore the attractiveness of loyalty programmes to Chinese consumers and the challenges of such programmes in the hospitality industry. The aim of this paper is to identify which aspects of a loyalty programme in the hospitality industry are perceived as attractive to Chinese customers. This qualitative research highlights the perspective of industry leaders such as general managers and executives working in the club lounges of five-star hotels in Suzhou as well as loyalty programme consultants with a focus on China. The qualitative research findings are aimed at supporting hotels in China and loyalty programmes with a focus on Chinese consumers in the hospitality industry in order to receive more knowledge and to explore new strategies on how to retain and satisfy Chinese programme members.

Keywords: loyalty; loyalty programme; hospitality industry; customer; benefits (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2076-3387/13/6/152/pdf (application/pdf)
https://www.mdpi.com/2076-3387/13/6/152/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jadmsc:v:13:y:2023:i:6:p:152-:d:1167264

Access Statistics for this article

Administrative Sciences is currently edited by Ms. Nancy Ma

More articles in Administrative Sciences from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().