Enhancing customer-brand relationship by leveraging loyalty program experiences that foster customer-brand identification

Purpose This study aims to investigate ways in which hotel loyalty programs can be designed to enhance customer’s identification with a hotel brand and develop a sustainable customer-brand relationship. Design/methodology/approach The study adopted a cross-sectional design survey questionnaire for d...

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Veröffentlicht in:	International journal of contemporary hospitality management 2020-12, Vol.32 (12), p.3991-4016
Hauptverfasser:	Shin, Minjung, Back, Ki-Joon, Lee, Choong-Ki, Lee, Young-Sub
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand identification Brand loyalty Consumers Consumption Customer relationship management Customer services Hotels & motels Loyalty programs Marketing Shopping Social identity Tourism
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