A preliminary study on the benefits of loyalty programs in Malaysian city hotels / Jazira Anuar, Norzuwana Sumarjan and Salleh Mohd Radzi
Hotels spend millions of dollars annually to grant benefits to their loyal members. However, despite having a huge portion of invest-ment on this loyalty program benefits, the effectiveness of such pro-grams in delivering benefits to members is still questionable. In-depth interviews of 14 hotel exe...
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| Format: | Article |
| Language: | English |
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UiTM Press
2013
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| Online Access: | https://ir.uitm.edu.my/id/eprint/20604/1/AJ_JAZIRA%20ANUAR%20JTHCA%2013.pdf |