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The Influence Of Tier Level Of Hotel Loyalty Programs On Guest Perceptions And Tolerance For Service Quality, Eunjin Choi
The Influence Of Tier Level Of Hotel Loyalty Programs On Guest Perceptions And Tolerance For Service Quality, Eunjin Choi
UNLV Theses, Dissertations, Professional Papers, and Capstones
This study examined the impact of hotel loyalty program membership and tier levels on guest perceptions and tolerance for service quality in major U. S. hotel chains. A sample of 315 hotel loyalty program members and non-members were surveyed via an online self-administered survey sent by Qualtrics. The survey used a three-column format asking the adequate level of expectations, desired level of expectations, and perceptions to test survey respondents’ zone of tolerance and perceived service quality using SERVQUAL dimensions. Guest satisfaction was measured by American Customer Satisfaction Index (ACSI). A nine-point Likert scale was applied for the measurement of service …