Business Administration, Management, and Operations Commons^™

The Effect Of Loyalty Program Attributes On Customer’S Booking Choice, Sung Jun Joe

Open Access Theses

A loyalty program is commonly observed in our real world to establish and maintain a customer relationship. However, there is limited research information on the effect of loyalty program schemes on customers' choice in an online booking context. The current study summarized the awards currently offered by major hotels and online travel agencies (OTAs) and examined: 1) customers' preference toward attributes of the loyalty program, 2) within reward attributes, which contributes to an increase in consumers' booking choice, 3) which attributes make customers book on hotel websites rather than on OTA websites, and 4) the interaction between customer involvement and …