Managing customer loyalty in the hotel chain business: A scenario-based approach, the collaborative consumption concept, and comprehensive performance assessment
Subject. This article discusses the issues of development of the hospitality industry. Objectives. The article aims to develop tools that can help assess the economic efficiency of the hotel business in the context of digital transformation and high competition. Methods. For the study, I used the methods of systems and comparative analyses, scenario planning, and economic-mathematical modeling. Results. The article presents a comprehensive methodology for the quantitative assessment of customer loyalty programme effectiveness taking into account financial and non-financial factors. Conclusions. Considering non-financial effects when calculating return on investment improves the justification of managerial decisions. The results obtained expand the theoretical foundation of marketing in the service sector.
Keywords: customer loyalty, hotel industry, scenario planning, sharing economy, digital transformation
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