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  2. E-Loyalty in travel, tourism, and hospitality E-Loyalty in travel, tourism, and hospitality

E-Loyalty in travel, tourism, and hospitality

What is the impact of loyalty programmes on customers? Are they still appreciated or should companies invest more in their website in order to keep their impatient online customers loyal?

Brief information

School:

Business

Status:

Completed

Period:

11.05.2012 - 07.02.2014

Overview

The project had two aims:

First, the project aimed at shedding light on contemporary practices how travel and tourism companies try to increase the loyalty of their customers using electronic tools.

Second, there is few data and knowledge about e-loyalty behaviour of customers. This representative survey in Germany, the UK and the USA sheds light on e-loyalty.

Main findings are:

E-loyalty programmes and measures taken by travel, tourism and hospitality companies are not liked very much by the non-frequent travellers.

To make customers more loyal, travel and tourism companies should invest first in seamless basic services such as a comprehensive website, understandable online booking processes and create a good travel experience. Loyalty programmes are of lower importance.

US travellers do like loyalty instruments considerably more than travellers from the UK and Germany.

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Facts

Type of project

Forschung

Internal organisations involved
  • CC Tourism
Funding
  • IDS - Tourismus und nachhaltige Entwicklung
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Links

  • E-Loyalty in Travel and Tourism: Results from a representative survey in Germany, USA and UK (short version)

  • E-Loyalty in Travel and Tourism: Results from a representative survey in Germany, the US and the UK (long version)

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Persons involved: internal

Project manager
  • Andreas Liebrich
Member of project team
  • Olivia Amstad
  • David Caliesch
  • Martin Lutzenberger
  • René Zeier
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Persons involved: external

External member of project team
  • Claudia Brözel
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Documents

  • Abstract: E-Loyalty in Travel, Tourism, and Hospitality

    (36.1 KB) .PDF 

Brief information

School:

Business

Status:

Completed

Period:

05/11/2012 - 02/07/2014

Project Head

Prof. Dr. Andreas Liebrich

Head of International Accreditation

+41 41 228 42 34

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