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Title: Drivers of customer-brand relationship quality : a case of Mainland Chinese Hotel Loyalty Program members
Authors: Lo, ASY 
Im, HH
Keywords: Customer relationship management
Relationship quality
Loyalty program
Issue Date: 2014
Publisher: Routledge, Taylor & Francis Group
Source: Journal of travel & tourism marketing, 2014, v. 31, no. 7, p. 763-782 How to cite?
Journal: Journal of travel & tourism marketing 
Abstract: Hotel chains should understand the effectiveness of the benefits offered by their programs and the influence of customer relationship management (CRM) initiatives of individual hotels because of the high operating costs of loyalty programs and the risk of creating an affinity to the rewards they offer rather than to the brand itself. This study determines the effect of the satisfaction of hotel loyalty program members on the benefits they receive, and the CRM efforts of individual hotels on the quality of their relationship with the brand. The sample was drawn from mainland Chinese customers because of the growing importance of the Chinese tourism market. Results reveal that program benefits have no significant effect on the quality of the relationship of the member with the hotel brand. The communication of the program to its members and the customer orientation of individual hotels are the key determinants of relationship quality.
ISSN: 1054-8408
EISSN: 1540-7306
DOI: 10.1080/10548408.2014.889638
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