Award Date

Fall 2008

Degree Type

Professional Paper

Degree Name

Master of Science in Hotel Administration


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

File Format


Degree Grantor

University of Nevada, Las Vegas




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