“Your loyalty is rewarded”: a study of hotel loyalty program in Malaysia / Chong Ka Leong

“Your loyalty is rewarded”: a study of hotel loyalty program in Malaysia / Chong Ka Leong

Hotel loyalty programs had shown their importance in the global market and Malaysia is following up this trend. Yet, many of the information from the perspective of customers are still yet to be discovered by researchers. The purpose of this study is to discover the current state of satisfaction and...

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Main Author: Chong, Ka Leong
Format: Article
Language:English
Published: Faculty of Hotel Management and Tourism, Universiti Teknologi MARA Selangor, Puncak Alam Campus 2017
Subjects:
Travel and state. Tourism
Online Access:http://ir.uitm.edu.my/id/eprint/19476/
http://ir.uitm.edu.my/id/eprint/19476/
http://ir.uitm.edu.my/id/eprint/19476/1/AJ_CHONG%20KA%20LEONG%20JTHCA%2017.pdf
id uitm-19476
recordtype eprints
spelling uitm-194762018-02-23T08:29:39Z http://ir.uitm.edu.my/id/eprint/19476/ “Your loyalty is rewarded”: a study of hotel loyalty program in Malaysia / Chong Ka Leong Chong, Ka Leong Travel and state. Tourism Hotel loyalty programs had shown their importance in the global market and Malaysia is following up this trend. Yet, many of the information from the perspective of customers are still yet to be discovered by researchers. The purpose of this study is to discover the current state of satisfaction and perception of hotel loyalty program and finding out the more preferred program attributes as well as the significant factor associated with the level of satisfaction in the context of Malaysia. A total of 109 survey responses were collected. The result had shown that Malaysian consumers were overall rather satisfied with the current hotel loyalty program and their satisfaction was found highly correlated with the reward value and reward timing provided which was also ranked as most important by the respondents. This study concluded that Malaysians were mostly seeking for direct or immediate reward like monetary discount and least favored on point collection program. Lastly, the Malaysian users were found to have a positive perception on hotel loyalty program that they found the program to be useful and able to provide benefit or advantage to them. Faculty of Hotel Management and Tourism, Universiti Teknologi MARA Selangor, Puncak Alam Campus 2017-09 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/19476/1/AJ_CHONG%20KA%20LEONG%20JTHCA%2017.pdf Chong, Ka Leong (2017) “Your loyalty is rewarded”: a study of hotel loyalty program in Malaysia / Chong Ka Leong. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 9 (2). pp. 1-10. ISSN 2590-3837 http://www.jthca.org
repository_type Digital Repository
institution_category Local University
institution Universiti Teknologi MARA
building UiTM Institutional Repository
collection Online Access
language English
topic Travel and state. Tourism
spellingShingle Travel and state. Tourism
Chong, Ka Leong
“Your loyalty is rewarded”: a study of hotel loyalty program in Malaysia / Chong Ka Leong
description Hotel loyalty programs had shown their importance in the global market and Malaysia is following up this trend. Yet, many of the information from the perspective of customers are still yet to be discovered by researchers. The purpose of this study is to discover the current state of satisfaction and perception of hotel loyalty program and finding out the more preferred program attributes as well as the significant factor associated with the level of satisfaction in the context of Malaysia. A total of 109 survey responses were collected. The result had shown that Malaysian consumers were overall rather satisfied with the current hotel loyalty program and their satisfaction was found highly correlated with the reward value and reward timing provided which was also ranked as most important by the respondents. This study concluded that Malaysians were mostly seeking for direct or immediate reward like monetary discount and least favored on point collection program. Lastly, the Malaysian users were found to have a positive perception on hotel loyalty program that they found the program to be useful and able to provide benefit or advantage to them.
format Article
author Chong, Ka Leong
author_facet Chong, Ka Leong
author_sort Chong, Ka Leong
title “Your loyalty is rewarded”: a study of hotel loyalty program in Malaysia / Chong Ka Leong
title_short “Your loyalty is rewarded”: a study of hotel loyalty program in Malaysia / Chong Ka Leong
title_full “Your loyalty is rewarded”: a study of hotel loyalty program in Malaysia / Chong Ka Leong
title_fullStr “Your loyalty is rewarded”: a study of hotel loyalty program in Malaysia / Chong Ka Leong
title_full_unstemmed “Your loyalty is rewarded”: a study of hotel loyalty program in Malaysia / Chong Ka Leong
title_sort “your loyalty is rewarded”: a study of hotel loyalty program in malaysia / chong ka leong
publisher Faculty of Hotel Management and Tourism, Universiti Teknologi MARA Selangor, Puncak Alam Campus
publishDate 2017
url http://ir.uitm.edu.my/id/eprint/19476/
http://ir.uitm.edu.my/id/eprint/19476/
http://ir.uitm.edu.my/id/eprint/19476/1/AJ_CHONG%20KA%20LEONG%20JTHCA%2017.pdf
first_indexed 2023-09-18T23:02:39Z
last_indexed 2023-09-18T23:02:39Z
_version_ 1777418276239835136

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