Customer loyalty program: the main point of hospitality marketing

With traditional marketing, hospitality firms believed that the aim of the marketing was to create many new customers. Now hoteliers have learned that conquest marketing to get new customer is not enough. Instead firms need to practice loyalty marketing and manage the loyalty customer. The purpose of this paper is to present the method of managing customer loyalty in the hospitality firm. I do this first by defining loyalty and explaining the relationship of the customer loyalty and satisfaction. Then I present the necessity of building customer loyalty. Now many hospitality firms conduct the customer loyalty program, but there are many problems in the process. This article analyzes the problems, then provide a framework for building and preserving customer loyalty in the future.