The impact of demographic factors on Hong Kong hotel employees’ choice of job-related motivators

Simon Wong, Vickie Siu, Kee Fu Tsang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

56 Citations (Scopus)

Abstract

Hospitality companies can increasetheir market share and growth rates by increasing their brand loyal customers. This is a more profitable approach than other marketing activities, such as price cuts or promotional programs. As a mature industry, the hospitality business must pursue market-share gains, rather than market-growth gains. Acquiring new customers is expensive becauseof advertising, promotion, and start-up operating expenses. Besides, it is cheaper to serve current customers. This paper brings together the factors that contribute to brand loyalty in marketing literature and provides strategies to hospitality managers for increasing brand loyal customers.
Original languageEnglish
Pages (from-to)230-242
Number of pages13
JournalInternational Journal of Contemporary Hospitality Management
Volume11
Issue number5
DOIs
Publication statusPublished - 1 Sep 1999

Keywords

  • Brand extensions
  • Brand loyalty
  • Hospitality

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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