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C/B/3273. Dissertation. The effectiveness of customer loyalty programmes and how this can be measured. Case study of Shangri-La Hotel

WORDS:
10500
DATE:
2010
PRICE:
109.99 GBP

This dissertation aims to investigate how customers value added perception could be measured. The Island Shangri-La hotel in Hong Kong is used as a case study and the dissertation focuses on the hotels loyalty programme. The dissertation aims to critically analyse relevant literature regarding customer satisfaction, customer behaviour and customer loyalty, to investigate whether customer satisfaction is related to customer loyalty in the hotel industry, to critically analyse the findings in order to investigate how costumers perceive the provided unique benefits of the loyalty programme, and to examine how non-purchase-related outcomes could benefit a hospitality organisation. The review of literature focuses on customer satisfaction and defines the perceived quality, perceived value, the expectants and how these can be measured. Customer complaints, loyalty, and satisfaction are all examined in the review. The research methodology is very detailed and presents questionnaires as the main form of data collection, as well as highlighting the limitations, validity and ethical issues relating to the study. The paper concludes by evaluating the findings.

 

KEYWORDS: Dissertation, value added perception, The Island Shangri-La hotel, Hong Kong, loyalty programme, customer satisfaction, customer behaviour, customer loyalty, perceived quality, perceived value, the expectants, Customer complaints,

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I've got the paper. It's really good andproven to be very helpful. Thanks. Mike