Drivers of guest loyalty in the hotel industry in New Zealand

This book focused on investigating the drivers of guest loyalty in the hotel industry. A model of guest loyalty drivers (GLDM) was proposed and validated. The study contributes to the present body of knowledge in hospitality management theory as it investigated the drivers of guest loyalty. Results from the survey showed that loyalty programmes have a significant impact on guest loyalty more than staff loyalty and staff interaction, but guest satisfaction and guest affective commitment had more significant impact on guest loyalty than loyalty programmes. This study suggests some implications for hotel managers to consider before introducing or developing a loyalty programme. For example, the research shows that there are some gender differences in relation to loyalty programmes. Male guests look for better service, special treatment and collecting points, while female guests look mainly for price incentives and experiencing a unique stay. These findings indicate that hotel managers need to consider the use of different loyalty schemes for different guests. The model proposed in the study (GLDM) provided a new insight for academics and practitioners.

Autorentext

Dr Ahmed Elebiary is a graduate of the University of Waikato, NZ (MMS 2008, PhD 2012). He began his academic career in Egypt as a tutor in the University and then moved to New Zealand to complete his postgraduate study. Ahmed studied PhD full-time at the University of Waikato. His scholarly project is focused on "customer loyalty and satisfaction".