Master of Science in Hotel Administration
First Committee Member
Yen Soon Kim, Chair
Number of Pages
Restaurants today have a high failure rate for several reasons. Heavy competition is one reason that leads to the necessity of customer loyalty. Loyal customers represent not only “stable revenues”, but they are also “six times less expensive to plan marketing. Restaurants are challenged with applying the personability to each individual customer that enters the front door in order to gain a return visit. This can be attained through “a greeting by name or simply a reference to a favorite dessert” (Liddle, 1999 ). Currently there are numerous customer loyalty programs implemented in other areas of hospitality: gaming and hotel operations. The implementation of such programs in restaurants can achieve the same loyalty gaming and hotels are seeing daily. This in turn will be beneficial for the restaurant’s image as well as having a positive impact on the bottom line.
Customer loyalty programs; Customer relations — Management; Restaurants
Ashcraft, Raegan D., "Customer loyalty program integration in a restaurant: POS system tracking" (2008). UNLV Theses, Dissertations, Professional Papers, and Capstones. 426.