Master of Science (MS)
First Committee Member
Number of Pages
It becomes essential for hospitality professionals to explore the concepts that underlie in strategic alliances of loyalty programs to assess business strategies as a source of competitive advantage to improve and sustain customer loyalty which will eventually bring growth to a company. Having such a numerous number of selections of hotel brands at the present time, are customers loyal to a hotel because of their preference in a specific brand or are they loyal because of the additional benefits they can receive from partnering companies? In other words, does strategic alliance create value and increase customer satisfaction which leads to customer loyalty? The purpose of this paper is to determine the strategic alliance impact on loyalty customers; This study designed a questionnaire and conducted a survey and performed regression analysis to test the hypotheses. This study tried to examine how customers perceive the value creation factors initiated by hotels in relation with partnerships to measure the strategic alliance impact. (Abstract shortened by UMI.).
Affect; Alliance; Customer; Loyalty; Marketing; Partnerships; Strategic
University of Nevada, Las Vegas
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Yoo, Myongjee, "Strategic alliance and loyalty marketing: Do partnerships affect loyalty customers?" (2006). UNLV Retrospective Theses & Dissertations. 1999.
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