The relationship between customer loyalty and customer satisfaction

TLDR

The methodology used in this study can be replicated by other hotels. The study develops and implements a method for hotels to identify attributes that increase customer loyalty. The authors sampled guests from the hotel’s database for focus groups and mail surveys, then used the data to develop internal benchmarks for loyalty‑predictive attributes. Based on 564 completed surveys, the study found a non‑linear relationship between customer satisfaction and loyalty, and noted that the hotel’s database was used to.

Abstract

Develops and implements a method for hotels to identify attributes that will increase customer loyalty. Other hotels can replicate the methodology used in this study. The study makes the uses of the hotel’s database to draw samples for both focus groups and a mail survey. Based on 564 completed surveys from hotel guests, the authors found the relationship between customer satisfaction and customer loyalty was non‐linear. The authors use the data to develop internal benchmarks for the hotel based on scores that were representative of loyal customers. The study makes use of the hotel’s database to draw samples for both focus groups and a mail survey.