Ekonomi ve Yönetim Araştırmaları Dergisi

Yazarlar: Selda Uca ÖZER

Konular:-

Anahtar Kelimeler:Customer Loyalty,Customer Loyalty Programs,Hotels,Content Analysis

Özet: Customer loyality concept is crucial for firms' survival in an intense competition environment and for establishing confidential relations with the customers. Customer loyalty programs are using by firms to establish such relations between firms and customers. This paper aims to analyze systematically customer loyality programs which are applied by five star hotels. In this study; the content, components and facilities of customer loyality programs of 81 five star hotels' will be analyze by content analysis method depending on these hotels websites. According to the results of the research; most of the five star hotels in Istanbul are using customer loyalty programs and these programs have special names and also have different card options. In addition, the research results shows that, in the websties of loyality programs, the hotel enterprises put emphasis on "reward/gift" as material benefits and prestige/previlidge services and facilities" as non material benefits

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