Loyalty Program Development on the Basis of Consumer Behaviour Analysis

Within the present environment of increasingly aggressive competition in hospitality industry, companies should focus on developing long-term relationships with their clients. The main instrument to retain the customer, to keep him loyal, is the customer loyalty program. The problem comes in sight at «The Golden Grey Goose hotel» located on Santorini island. This hotel was founded a year ago, and we started considering this problem due to every year increasing competition. This graduation thesis is devoted to developing a customer loyalty program for «The Golden Grey Goose hotel». The goal was achieved due to the quantatative research included semi-structured interview and competitive analysis. The findings of the study are the motives that encourage customers to come back to the hotel and emotional side of the customer experience. The results obtained became the basis for the complex loyalty program development, including both emotional and behavioural aspects. Finally, loyalty program implementation in the hotel is expected to increase repeated purchases, NPS index and revenue growth due to loyal customers.