S/M/181. Dissertation. Loyalty Schemes and Customer Retention

The following project aims to analyse the concept of loyalty schemes and their value in terms of their effectiveness as a customer retention strategy. Loyalty schemes have increased in popularity due to the augmented levels of competitiveness which exist within the hospitality business environment. The first two chapters provide a solid theoretical framework from which the research methodology is developed in chapter three, involving the formulation of a research question, the selection of an appropriate research method, identification of a research sample and an analysis of the limitations. The results are analysed and then compared with the conceptual framework from chapters one and two in order to present implications for the industry and recommendations for the sample hotel and the wider industry in chapter five. Final conclusions are drawn from the project as a whole and recommendations are made for further research.