Article metrics

  • citations in SCindeks: 0
  • citations in CrossRef:0
  • citations in Google Scholar:[=>]
  • visits in previous 30 days:34
  • full-text downloads in 30 days:27
article: 2 from 2  
Back back to result list
Turističko poslovanje
2015, iss. 16, pp. 5-13
article language: Serbian
document type: unclassified
published on: 05/01/2016
doi: 10.5937/TurPos1516005G
Guest loyalty in hospitality industry
aUniversity of Business Studies, Faculty of Tourism and Hotel Management, Banja Luka, Republic of Srpska, B&H
bUniversity of Novi Sad, Faculty of Science, Department of Geography, Tourism and Hotel Management
cSerbian Academy of Sciences and Arts - SASA, Geographical Institute 'Jovan Cvijić', Belgrade

Project

Geography of Serbia (MESTD - 47007)

Abstract

The continuous growth of competition in the hospitality sector has created the need to retain guests and prevent them from switching company due to better offer or saturation. Loyal customers are a valuable asset for catering companies, not only because of the awareness of the effects of customer loyalty. They tend to spread word-of-mouth advertising, more tolerant to price changes, as well as they casually create a linkage to their friends, relatives, colleagues, and other probable consumers and thus enable businesses to uphold a guest's base. By recognizing loyalty guests' importance, the global hospitality industry created monetary and non-monetary rewards for loyal visitors, delayed gratification (points collection) and immediate rewards, as well as numerous other reward systems that try to keep them. To win customer loyalty, together with all benefits arising from it, caterers need to become familiar with factors, which determine guests' loyalty. The paper will show the results of research regarding the impact of the service quality and guests' satisfaction to their loyalty. Many authors have confirmed that employees' satisfaction affected customers' satisfaction, so this paper will give an answer does it influence on customers' loyalty as well.

Keywords

guests' loyalty; guests' satisfaction; service quality; hospitality

References

Ahearne, M., Bhattacharya, C.B., Gruen, T. (2005) Antecedents and Consequences of Customer-Company Identification: Expanding the Role of Relationship Marketing. Journal of Applied Psychology, 90(3): 574-585
Allen, N.J., Grisaffe, D.B. (2001) Employee commitment to the organization and customer reactions: mapping the linkages. Human Resource Management Review, 11(3): 209-236
Bell, S.J., Auh, S., Smalley, K. (2005) Customer Relationship Dynamics: Service Quality and Customer Loyalty in the Context of Varying Levels of Customer Expertise and Switching Costs. Journal of the Academy of Marketing Science, 33(2): 169-183
Bolton, R.N., Kannan, P.K., Bramlett, M.D. (2000) Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value. Journal of the Academy of Marketing Science, 28(1): 95-108
Boulding, W., Kalra, A., Staelin, R., Zeithaml, V.A. (1993) A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions. Journal of Marketing Research, 30(1): 7
Chiou, J.S., Droge, C., Hanvanich, S. (2002) Does Customer Knowledge Affect How Loyalty is Formed?. Journal of Service Research, 5(2): 113-124
Chiou, J.S., Shen, C.C. (2006) The effects of satisfaction, opportunism, and asset specificity on consumers' loyalty intention toward internet portal sites. International Journal of Service Industry Management, 17(1): 7-22
Clark, M., Wood, R.C. (1998) Consumer loyalty in the restaurant industry ‐ a preliminary exploration of the issues. International Journal of Contemporary Hospitality Management, 10(4): 139-144
Cronin, J.J.Jr., Taylor, S.A. (1992) Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3): 55
Fullerton, G. (2005) The service quality-loyalty relationship in retail services: does commitment matter?. Journal of Retailing and Consumer Services, 12(2): 99-111
Gajić-Arsenijević, T. (2010) Merenje satisfakcije potrošača u hotelijerstvu. Singidunum revija, 6(2); 279-278
Gjivoje, D.G. (2003) The market of one the study of customer retention (Tržište usmjereno prema pojedincu lojalnost i zadržavanje postojećih kupaca). Acta Turistica, Vol. 15, No. 1, pp. 22-37
Gonzalez, M.E.A., Comesana, L.R., Brea, J.A.F. (2007) Assessing tourist behavioral intentions through perceived service quality and customer satisfaction. Journal of Business Research, 60(2): 153-160
Hanić, H. (2010) Savremeni koncepti marketing menadžementa. in: Međunarodna naučna konferencija, 'Menadžment 2010', 17-18. mart, Kruševac, Kruševac: Fakultet za industrijski menadžment, str. 1-5
Jung, H.S., Yoon, H.H. (2012) Why do satisfied customers switch? Focus on the restaurant patron variety-seeking orientation and purchase decision involvement. International Journal of Hospitality Management, 31(3): 875-884
Kim, G.J. (2014) Applying Service Profit Chain model to the Korean restaurant industry. International Journal of Hospitality Management, 36: 1-13
Kotler, P., Bowen, J.T., Makens, J.C. (2003) Marketing for Hospitality and Tourism. Prentice Hall, Pearson International Edition
Kotler, P., Keller, K. (2009) Marketing management. New Jersey: Upper Saddle River
Kovačević, S., Ilić, M. (2012) Kvalitet u funkciji lojalnosti - programi lojalnosti uslužnih preduzeća u turizmu. in: Nacionalna konferencija o kvalitetu, 6-9. jun, Kragujevac, Kragujevac: Fakultet inženjerskih nauka, Centar za kvalitet, str. 51-55
Loveman, G.W. (1998) Employee Satisfaction, Customer Loyalty, and Financial Performance: An Empirical Examination of the Service Profit Chain in Retail Banking. Journal of Service Research, 1(1): 18-31
Milisavljević-Maričić, B., Gligorijević, M. (2005) Osnovi marketinga. Beograd: Centar za izdavačku delatnost Ekonomskog fakulteta
Milošević, S. (2012) Importance of satisfaction and guests experience in hotel business organizations. TIMS. Acta, vol. 6, br. 1, str. 1-9
Minghetti, V. (2003) Building customer value in the hospitality industry: towards the definition of a customer-centric information system. Information Technology & Tourism, 6(2): 141-152
Moliner-Velazquez, B., Gil-Saura, I., Ruiz-Molina, M.E. (2011) Conceptualizing and measuring loyalty: Towards a conceptual model of tourist loyalty antecedents. Journal of Vacation Marketing, 17(1): 65-81
Najdić, M. (2010) Kreiranje turističkog doživljaja u cilju povećanja lojalnosti potrošača. Beograd: Univerzitet Singidunum, Fakultet za turistički i hotelijerski menadžment, magistarski rad
Oliver, R.L., Burke, R.R. (1999) Expectation Processes in Satisfaction Formation: A Field Study. Journal of Service Research, 1(3): 196-214
Palmer, A., Mcmahon-Beattie, U., Beggs, R. (2000) A structural analysis of hotel sector loyalty programmes. International Journal of Contemporary Hospitality Management, 12(1): 54-60
Piccoli, G. (2008) A Framework for Evaluating the Business Value of Customer Data in Hospitality. Journal of Hospitality Marketing & Management, 17(1): 4-29
Qin, H., Prybutok, V.R. (2009) Service quality, customer satisfaction, and behavioral intentions in fast‐food restaurants. International Journal of Quality and Service Sciences, 1(1): 78-95
Randy, B. (2000) Why loyal employees and customers improve the bottom line. Journal for Quality and Participation, 23 (2), pp. 40-44
Rucci, A.J., Kirn, S.P., Quinn, R.T. (1998) The employee-customer-profit chain at Sears. Harvard Business Review, 82-98; 76
Ruiz-Molina, M.E., Gil-Saura, I., Moliner-Velazquez, B. (2010) Information and communication technologies in rural hotels. International Journal of Sustainable Economy, 2(1): 1
Sui, J.J., Baloglu, S. (2003) The Role of Emotional Commitment in Relationship Marketing: An Empirical Investigation of a Loyalty Model for Casinos. Journal of Hospitality & Tourism Research, 27(4): 470-489
Svorcan, N. (2011) Strategija marke u funkciji tržišnog pozicioniranja hotelskih lanaca. Beograd: Univerzitet Singidunum, Fakultet za turistički i hotelijerski menadžment, Doktorska disertacija
Syed, H., Muhammad, S., Abdul, R. (2011) Relationship between Various Employee Performance Recognition Techniques and Customer Satisfaction: Evidence from the Restaurant Industry of Pakistan. European Journal of Social Science, Vol. 26; No. 3, pp. 318-322
Šerić, M., Gil-Saura, I. (2011) Integrated marketing communications and information and communication technology in the hotel sector: An analysis of their use and development in Dalmatian first-class and luxury hotels. Journal of Retail & Leisure Property, 9(5): 401-414
Veljković, S. (2009) Marketing usluga. Beograd: Centar za izdavačku delatnost Ekonomskog fakulteta
Zeithaml, V.A., Berry, L.L., Parasuraman, A. (1996) The behavioral consequences of service quality. Journal of Marketing, 60: 31- 46
Zhang, Z., Zhang, Z., Law, R. (2013) Regional effects on customer satisfaction with restaurants. International Journal of Contemporary Hospitality Management, 25(5): 705-722
Živković, R. (2009) Ponašanje i zaštita preduzeća u turizmu. Beograd: Univerzitet Singidunum, Fakultet za turistički i hotelijerski menadžment
Živković, R., Ilić, M. (2008) Trijada kvalitet - satisfakcija - lojalnost u turizmu. Kragujevac: Asocijacija za kvalitet i standardizaciju Srbije