Abstract:

Loyalty programs are a sales promotion tool that is widely applied in different areas of the tourism industry. Besides airlines, international chain hotels are among the main implementers of loyalty programs. With these programs, businesses aim to ensure customer loyalty by recognizing incoming customers, knowing their needs and expectations, and providing them with personal service each time they use the business. When the obtained benefits has taken into consideration as one of the most important elements on customer loyalty subject, the loyalty programs becomes important on additional benefits for the customers who preferred that company. For this reason, individuals will continue to prefer that company as long as they get benefits and as a result of this trade, the loyalty feeling of the customer towards the company will improve. As long as loyal customers share their opinions with their close circle, company’s possibility of gaining new customers will improve at the same time.

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