Drivers of Customer–Brand Relationship Quality: A Case of Mainland Chinese Hotel Loyalty Program Members

Sau Yee Ada Lo, Holly Hyunjung Im

Research output: Journal article publicationJournal articleAcademic researchpeer-review

15 Citations (Scopus)


ABSTRACT: Hotel chains should understand the effectiveness of the benefits offered by their programs and the influence of customer relationship management (CRM) initiatives of individual hotels because of the high operating costs of loyalty programs and the risk of creating an affinity to the rewards they offer rather than to the brand itself. This study determines the effect of the satisfaction of hotel loyalty program members on the benefits they receive, and the CRM efforts of individual hotels on the quality of their relationship with the brand. The sample was drawn from mainland Chinese customers because of the growing importance of the Chinese tourism market. Results reveal that program benefits have no significant effect on the quality of the relationship of the member with the hotel brand. The communication of the program to its members and the customer orientation of individual hotels are the key determinants of relationship quality.
Original languageEnglish
Pages (from-to)763-782
Number of pages20
JournalJournal of Travel and Tourism Marketing
Issue number7
Publication statusPublished - 3 Oct 2014


  • benefits
  • Chinese
  • customer relationship management
  • loyalty program
  • Relationship quality

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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