Hotel Brand Loyalty: Building Lasting Guest Relationships (Part 2)
Albert BarraSeptember 21, 2018 · 3 min read
Based on the integrative approach to the concept of loyalty, customers must first demonstrate a strong internal predisposition towards the brand and also purchase it repeatedly. Thus, repeat purchases that have not been prompted by an a priori decision do not necessarily indicate brand loyalty; in other words, a positive attitude does not necessarily lead to repeat purchases, and vice versa.
In “Consumer Behavior and Marketing Action” (1992), H. Assael defines two variables that clarify the different purchasing behaviours that may lead to different types of loyalty: involvement and brand discrimination.
1- Involvement refers to the subjective importance an individual assigns to a purchase.
2- Brand discrimination refers to the differences between various brands as perceived by the customer.
The combination of these variables gives rise to four possible purchasing behaviours.
High involvement – High brand discrimination
Complex purchasing behaviour. The brand is not well known, so information must be sought before deciding to buy.
Low involvement – High brand discrimination
Habitual purchasing behaviour. The decision is made more out of familiarity than conviction, and more as a result of repeated satisfaction than rational analysis.
High involvement – Low brand discrimination
Dissonance-reducing purchasing behaviour. The brand is similar to others, so the choice will be made by differentiation, seeking to reduce the possibility of making a mistake.
Low involvement – Low brand discrimination
Variety-seeking behaviour. The choice is made without much deliberation and based on personal opinions. It implies little loyalty and continual changes.
Loyalty and its typology are consistent with the attributes of both the customer and the product or service.
When analysing customer attributes, we must consider whether the selection and purchase are made directly, through a third party, or through a combination of both, as well as lifestyle, personality traits, psychographic, demographic and socioeconomic characteristics, in order to define and identify the target market, understand its loyalty and tailor offers accordingly.
When analysing product and service attributes, special attention should be paid to purchase frequency (repeat purchases), differentiation, price, channels, quality, etc.
The degree of customer loyalty depends on the intensity of their attitude and behaviour. This makes its study and analysis easier through the creation of a range of loyalty categories, each displaying different resulting paths and, in turn, constituting a particular segment that can help us determine tailored strategies for each of them.
Loyalty may be expressed in several ways, depending on the intensity of the behaviour–attitude relationship.
A tourist demonstrates true loyalty by maintaining a positive relationship with the hotel, built through repeated stays and consumption, together with recommendations to others.
Customer loyalty is seen as the primary and substantial means of achieving greater, sustainable benefits.
With an appropriate loyalty strategy, hotels create value both for themselves and for their customers, meeting their expectations so that both parties will continue their relationship over time for mutual benefit.
When analysing customer attributes, we must consider whether the selection and purchase are made directly, through a third party, or through a combination of both, as well as lifestyle, personality traits, psychographic, demographic and socioeconomic characteristics, in order to define and identify the target market, understand its loyalty and tailor offers accordingly.
When analysing product and service attributes, special attention should be paid to purchase frequency (repeat purchases), differentiation, price, channels, quality, etc.
The degree of customer loyalty depends on the intensity of their attitude and behaviour. This makes its study and analysis easier through the creation of a range of loyalty categories, each displaying different resulting paths and, in turn, constituting a particular segment that can help us determine tailored strategies for each of them.
Loyalty may be expressed in several ways, depending on the intensity of the behaviour–attitude relationship.
A tourist demonstrates true loyalty by maintaining a positive relationship with the hotel, built through repeated stays and consumption, together with recommendations to others.
Customer loyalty is seen as the primary and substantial means of achieving greater, sustainable benefits.
With an appropriate loyalty strategy, hotels create value both for themselves and for their customers, meeting their expectations so that both parties will continue their relationship over time for mutual benefit.