Medindo a fidelidade dos clientes de hotéis

Indicadores e métricas

Resumo

In the explored topic of measuring hotel guest loyalty, factors influencing the formation of guest loyalty in conditions of intense competition for consumers are considered. The primary focus of this work is directed towards the impact of the internet and social media in terms of reviews and feedback on customers' decisions regarding service acquisition, where positive reviews can attract new guests while negative ones can affect the image and reputation of the hotel. It has been demonstrated that retaining existing customers is cheaper than acquiring new ones, and loyal customers typically make repeat bookings, utilise additional services, and may also attract new guests. The study confirms the importance of service personalisation and brand alignment with consumer values rather than solely providing high-quality services. Technological solutions, such as loyalty programs through mobile applications and online booking, can serve as tools for customer relationship management and the creation of personalised services. The conducted research highlights the importance of multidimensionality of customer loyalty, focusing on the interaction of behavioural, cognitive and emotional factors. It also adds an innovative element by using modern technologies, such as big data analysis and Customer Relationship Management (CRM) systems, to personalise services and manage customer relationships. In addition, it is important that the article considers the influence of social media and online reviews on loyalty, which helps to offer new approaches to the evaluation of loyalty programs. The cultural and social aspects of the perception of loyalty programs are an important difference from others in this field. This makes the work relevant and valuable for hotel industry practitioners. The research convincingly supports the thesis that active efforts toward fostering loyalty are key factors for the sustainable development of the hotel business.