Uncovering the relationship between revenue management and hotel loyalty programs

被引：9

作者：

Lentz, Melissa ^{[1
]}

Berezan, Orie ^{[2
]}

Raab, Carola ^{[3
]}

机构：

[1] Duetto, San Francisco, CA USA

[2] Calif State Univ Dominguez Hills, Coll Business Adm & Publ Policy, 1000 E Victoria St, Carson, CA 90747 USA

[3] Univ Nevada, William F Harrah Coll Hospitality Management, 4505 S Maryland Pkwy,Box 6021, Las Vegas, NV 89154 USA

来源：

JOURNAL OF REVENUE AND PRICING MANAGEMENT | 2022年 / 21卷 / 03期

关键词：

Revenue management; Loyalty programs; Customer loyalty; Dynamic pricing; Grounded theory; CUSTOMER RELATIONSHIP MANAGEMENT; IMPACT; MEMBERSHIP; PROGRESS; LEVEL;

D O I：

10.1057/s41272-021-00331-0

中图分类号：

F8 [财政、金融];

学科分类号：

0202 ;

摘要：

This study investigates the underexplored relationship between revenue management and hotel loyalty programs. Results from a focus group and personal interviews with industry experts reveal that revenue management uses loyalty programs primarily as a tool to track and gather data on the customer, and revenue managers focus more on Average Daily Rate (ADR) than on total guest spend. Additionally, revenue managers are misinformed about the loyalty concept and confuse the connections between transactional, attitudinal, and true loyalty. Suggestions for future research include the investigation of the topic further by conducting a study using quantitative measures and analyses.

引用

页码：306 / 320

页数：15

共 50 条

[1] Uncovering the relationship between revenue management and hotel loyalty programs
Melissa Lentz
Orie Berezan
Carola Raab
Journal of Revenue and Pricing Management, 2022, 21 : 306 - 320
[2] Relationship or revenue: Potential management conflicts between customer relationship management and hotel revenue management
Wang, Xuan Lorna
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, 2012, 31 (03) : 864 - 874
[3] Strategic Consumers, Revenue Management, and the Design of Loyalty Programs
Chun, So Yeon
Ovchinnikov, Anton
MANAGEMENT SCIENCE, 2019, 65 (09) : 3969 - 3987
[4] Integrating customer relationship management and revenue management: A hotel perspective
Breffni M Noone
Sheryl E Kimes
Leo M Renaghan
Journal of Revenue and Pricing Management, 2003, 2 (1) : 7 - 21
[5] Customer Loyalty under the Influence of Revenue Management: The Case of Taiwanese Hotel Customers
Lin, Yi Hsin
Huang, Kuancheng
ASIA PACIFIC JOURNAL OF TOURISM RESEARCH, 2015, 20 (12) : 1374 - 1388
[6] Exploring the Relationship between Relevance of Coalition Loyalty Programs and Loyalty
Wang, Hong
Corsaro, Daniela
Han, Xiao
Qi, Xin
Kuang, Di
2018 PORTLAND INTERNATIONAL CONFERENCE ON MANAGEMENT OF ENGINEERING AND TECHNOLOGY (PICMET '18): MANAGING TECHNOLOGICAL ENTREPRENEURSHIP: THE ENGINE FOR ECONOMIC GROWTH, 2018,
[7] Hotel Revenue Management Implementation in Hotel
Zulkarnain, Arif
Swantari, Anita
Wicaksono, Haryo
Proceedings of the International Conference on Tourism, Gastronomy, and Tourist Destination (ICTGTD 2016), 2016, 28 : 227 - 230
[8] Hotel Loyalty Programs: The Halo Effect
Pizam, Abraham
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, 2015, 48 : 167 - 168
[9] The impact of revenue management on hotel key account relationship development
Wang, Xuan Lorna
INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT, 2012, 24 (2-3) : 358 - 380
[10] The changing landscape of hotel revenue management and the role of the hotel revenue manager
Ferguson, Mark
Smith, Scott
JOURNAL OF REVENUE AND PRICING MANAGEMENT, 2014, 13 (03) : 224 - 232

← 1 2 3 4 5 →