THE IMPACT OF FREQUENCY PROGRAMS ON CUSTOMER LOYALTY: A PRELIMINARY STUDY OF HOTEL DINER LOYALTY

Abstract

This study adopts Dick and Basu's (1994) customer loyalty conceptual model as a research framework. It is a comprehensive model of customer loyalty that presents a relationship of two constructs: repeat patronage and relative attitude. The specific aims of this study are to identify a classificatory scheme of loyalty conditions and investigate how a frequency program can shift the effectiveness of frequency programs used in the hotel industry in Thailand. A multi-scale items of loyalty measurement from member's perspective was used in accordance with the two dimensional loyalty model developed by Dick and Basu (1994)