The fact is that using the word loyalty in the context of the hospitality business is something of a misnomer and can, when not contextualized, lead to focusing on the wrong business issues and spending valuable resources on programs and projects that, in the end, achieve no real business improvement. The Encyclopedia Britannica defines loyalty as “Allegiance to the sovereign or established government of one’s country” and “Personal devotion and reverence to the sovereign and royal family” (notably leaving out any reference to hotel or hotel brand).
Understanding Brand Experiences that Lead to Customer Loyalty
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