Determinants of customer loyalty and purchasing behavior for full-service and limited-service hotels

作者：Tanford Sarah^*; Raab Carola; Kim Yen Soon

来源：International Journal of Hospitality Management, 2012, 31(2): 319-328.

DOI：10.1016/j.ijhm.2011.04.006

• Segmentation
• Hotel selection
• Decision factors
• Reward programs
• Commitment

This study investigated factors that influence consumer purchasing decisions for two hotel segments: full-service and limited-service. Results from an online survey indicated that full-service hotel guests were more likely to be reward program members and be emotionally attached to their preferred brand. Price was the most important factor for limited-service guests' purchase decisions, while both price and utility were important for full-service guests. Limited-service guests had lower switching costs, that is, they required less of a discount to switch to a non-preferred brand than full-service guests. The findings have implications for hotel pricing and marketing strategies.

• 出版日期2012-6