A preliminary study on the benefits of loyalty programs in Malaysian city hotels / Jazira Anuar, Norzuwana Sumarjan and Salleh Mohd Radzi

• Main Authors: Anuar, Jazira, Sumarjan, Norzuwana, Mohd Radzi, Salleh
• Format: Article
• Language: English
• Published: UiTM Press 2013
• Subjects: Hospitality industry. Hotels, clubs, restaurants, etc. Food service; Hotels. Bed and breakfast accommodations
• Online Access: http://ir.uitm.edu.my/id/eprint/20604/1/AJ_JAZIRA%20ANUAR%20JTHCA%2013.pdf; http://ir.uitm.edu.my/id/eprint/20604/; https://www.jthca.org/

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...