How affective commitment boosts guest loyalty (and promotes frequent-guest programs)

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154 Scopus citations

Abstract

Customer loyalty is the key to success in today's commoditized hotel industry. To that end, many hotel companies offer frequent-guest programs. The reward programs are not enough to induce loyalty, however, in the absence of an emotional bond with the brand. Instead, affective commitment - that emotional bond - is needed to ensure repeat patronage. This study demonstrates the key role of an affective commitment in strengthening loyalty to the brand and in improving customers' perceptions of their preferred brand's frequent-guest program.

Original languageEnglish (US)
Pages (from-to)174-181
Number of pages8
JournalCornell Hotel and Restaurant Administration Quarterly
Volume47
Issue number2
DOIs
StatePublished - May 2006

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management

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