The Loyalty - Marketing Tool For Hotel Organizations

Iordache Maria Carmen ()
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Iordache Maria Carmen: Constantin Brâncoveanu University Pitesti, Faculty of Management Marketing in Economic Affairs Rm. Vâlcea

Ovidius University Annals, Economic Sciences Series, 2012, vol. XII, issue 2, 766-771

Abstract: With the increasing demands of consumers and their selectivity for choosing the services, hotel organizations are becoming more and more concerned about mantaining the customer’s loyalty through its term. In this respect, the organizations are dropping their efforts on meeting comprehensive expectations and requirements of customers, by identifying and analyzing continuous desires and requirements expressed by the customers, turning them into ideas for products / services for the development and perpetuation of sustainable relationships, economically advantageous for customers. Once the customer is convinced about the company’s ability of providing high quality services, and it turns into repeated purchase, there it will be the customer loyalty. A loyal customer is a stable source of long term income for the organization because this recommends it to other potential customers. However, consumer loyalty is not maintained by itself, it exists as long as consumers believe that getting additional value embodied in quality/price ratio,comparing to another organization offering similar services.

Keywords: hotel organizations; customer satisfaction; loyalty. (search for similar items in EconPapers)
JEL-codes: L83 M31 (search for similar items in EconPapers)
Date: 2012
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