The Effect of Hotel Brand Loyalty Program on Guests Retention in the case of Hilton Addis Ababa
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Date
2020-06
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A.A.U
Abstract
A brand loyalty program is a powerful tool of relationship marketing and becoming popular to encourage customer loyalty. The aim of this study is to examine and get a deep understanding of the effects of the Hotel Guests loyalty programs on Guests retention. This study was applied to the Addis Ababa Hilton. The study investigates the effects of Hilton Honors member’s tiers, delivery of Honors benefits, access to executive lounge & problems resolution rate on guests’ retention which is measured by the willingness to return to property and recommendation to others. To achieve the objective of the study, the hotel automatic and random Satisfaction and Loyalty Tracking Survey (SALT) tool and Survey-based secondary data is used for this study purpose. A total of 471 Hilton honors guests’ of all tiers responses for six months from January 1st 2019 to June 30th 2019 considered for this study. The quantitative collected data was analyzed using regression analysis Based on the analysis finding, the study has conclude by putting forwarded the identified result which dimensions of the hotel loyalty program has an effect on guests retention and put forward recommendations.
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Keywords
Loyalty program, Hilton Honor Loyalty program, Problem Resolution, Executive Lounge Access