Self-image congruence with communication channels and its impact on reward program loyalty

Loyalty programs have become products in and of themselves. They need to maintain member loyalty in order to survive. It is proposed that communication has a larger impact on program loyalty than previously thought. This study utilizes structural equation modeling (SEM) to evaluate the influence of communication typologies and dimensions on hotel reward program loyalty via self-image congruence, service quality, satisfaction, and trust. Moreover, this dissertation presents a communication identity model, which focuses on promoting hotel reward program loyalty via self-congruence with communication channels. Newly discovered significant paths were found between: communication style and self-congruence with communication channels; self-congruence with communication channels and information quality; and finally, information quality and satisfaction. The impact of different communication channels on antecedents of loyalty yielded some unexpected results, namely that social media was less relevant to participants than company websites and interpersonal communication. The results suggest that loyalty programs must consider the impact of communication style on satisfaction and ultimately program loyalty. In addition, it was found that fostering member self-congruence with communication channels through `communication identity management\u27 may be crucial to attaining the sense of community that is vital to membership loyalty

The Gay Gap – are Gay and Lesbian Hotel Guests Getting What They Want?

The past decade has seen a surge in commercial efforts to attract the gay market, and this is evident in the hotel industry. The question remains, however, what does it take to become a truly gay friendly hotel? Do hoteliers know how to effectively target this market by offering features that are gay friendly? Is the perception of what is gay friendly the same for hotels and gay guests, or does a listening gap exist? Through gap analysis, this study looks at what hospitality managers know about their gay guests. By considering both service providers’ and gay guests’ perspectives (analyzing the “gay gap”), misinterpretation and inaccurate decision making can be avoided and resources can be utilized to more effectively target this potentially lucrative market

Hotel guests’ perceptions of sustainable hotel practices in a Mexican destination

Hotel selection and attributes that are important to travelers has been extensively researched using a variety of methods (Dolnicar, 2002). Dolnicar & Otter (2003) confirmed, after reviewing 21studies related to hotel attributes, cleanliness as the top priority, followed by hotel location. In total, 173 attributes were identified that were related to image, price/value, the hotel itself, and service (Lockyer, 2005). None of those attributes, however, were related to environmental attributes of a hotel. For more than a decade, the hospitality industry has been under pressure by government legislation and regulations to implement environmental strategies and thereby reduce their carbon footprint (Zurburg, Ruff & Ninemeier, 1995). In addition to this, increased customer awareness regarding the environment has provided for new marketing opportunities for the industry (Revilla, Dodd & Hoover, 2001). 78 percent of American travelers consider themselves “environmentally conscious” (U.S Travel Association, 2009). In a survey of 1000 business travelers, 95 percent of respondents thought that lodging companies should be undertaking green initiatives. (Weissenberg, Redington, & Kutyla, 2008). Hotels have implemented a gamut of green strategies in their operations. These practices however are often implemented despite a lack of research on how specific green attributes might influence a customer’s hotel selection (Millar & Baloglu, 2008). Mark Dolliver (2008) suggests that green marketing has now become mainstream to consumers, and that companies need to make more informed decisions regarding spending on environmental initiatives and not ride the green wave without first understanding what their customers want. Several marketing research studies have concluded that customer satisfaction has a close relationship with purchase intentions (Barsky, J., & Nash, L., 2003; Baloglu, S., 2002; Mattila, A. S.,2001). Consumers form their beliefs of products’ attributes through their cognitive-learning; then generate affective responses and attitudes regarding their likes or dislikes for the products; and finally, the likes and dislikes lead to purchase behavior intentions and purchase behaviors (Fishbein, M., & Ajzen, I., 1975)

Evaluating Loyalty Constructs Among Hotel Reward Program Members Using EWom

Electronic word-of-mouth has become a driving force for hospitality businesses. Achieving customer loyalty is a primary goal of hospitality businesses, and reward programs are one mechanism for doing so. Customer-based communication channels have the potential to undermine or support these efforts. This study investigated attitudes toward hotel loyalty programs among members of flyertalk.com, a forum for frequent travelers. A content analysis of 1,519 comments from members of five major hotel programs was conducted. The core categories that emerged were program experience, value, process, obtaining status, company-created communication, customer-created communication, and defection motivators and inhibitors. A paradigm model indicated that communication is the most important loyalty antecedent, and that all antecedents influence loyalty via the program experience. The emergent relationships suggest that managers should actively monitor online channels and take action to correct issues that cause member frustration and dissatisfaction. Otherwise, these problems can escalate through the rapid spread of electronic word-of-mouth