Loyal Guests

STudent Led seminar |

“Although keeping guests satisfied is important, loyal guests bring more value than satisfied ones”. Within this report the thesis “Although keeping guests satisfied is important, loyal guests bring more value than satisfied ones” is research and explained. First of all explanations are given of guest satisfaction and guest loyalty. Moreover the relationship between guest satisfaction and guest loyalty is given.

Guest satisfaction

Following Timm (2011) no business can succeed without building guest satisfaction and loyalty. Guest loyalty and satisfaction is the bottom line for an organization to be successful.

Since the concept guest satisfaction is the key factor of success of an organization, guest satisfaction should be build by the company. According to Cacioppo (2000) satisfaction can be defined as the ideas and interests customers have about a company after their expectations have been met or exceeded over the lifetime of the product or service. Moreover guests can be satisfied on different aspects. Guests can be satisfied about the quality of the product or service, the ongoing business relationship, the price-performance relationship and the extent in which the product/service meet or exceeds the expectations of the guests.

Guest loyalty

As Timm (2011) states guest loyalty includes many aspects. Some important characteristics of guest loyalty are known as followed.

First of all the characteristic overall satisfaction is very important. Guest loyalty is driven by overall satisfaction. A low level of satisfaction disqualifies a guest to be a loyal guest.

Secondly guest loyalty involves commitment of the guest its part. This entails that the guest invest in the company in order to build up an ongoing relationship with the company. Moreover guest loyalty includes different behavioral aspects. The first aspect is known as the intention to or the action of repeatedly buying the service/product by the guest. Moreover it is...