Business, Management and Accounting
8 years ago

Economic rewards drive hotel loyalty, social rewards foster customer relationships.

International Journal of Hospitality Management
Examining the differential effects of social and economic rewards in a hotel loyalty program
Jin‐Soo Lee, Nelson K. F. Tsang, Steve Pan

Paper Summary

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The study looked at how social and economic rewards in a hotel loyalty program affect customer loyalty and behaviors. Economic rewards make people stay in the program, while social rewards make them more likely to support the hotel. This means economic rewards drive loyalty, but social rewards encourage stronger relationships with the hotel. Hotel loyalty programs should balance both types of rewards to keep customers happy and build lasting relationships.