{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,8,2]],"date-time":"2025-08-02T18:12:22Z","timestamp":1754158342700,"version":"3.41.2"},"reference-count":25,"publisher":"Emerald","issue":"4","license":[{"start":{"date-parts":[[2014,9,30]],"date-time":"2014-09-30T00:00:00Z","timestamp":1412035200000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2014,9,30]]},"abstract":"\n Purpose<\/jats:title>\n \u2013 The main purpose of this work is to evaluate the long-term effectiveness of a hotel\u2019s chain loyalty program from a behavioral perspective. <\/jats:p>\n <\/jats:sec>\n \n Design\/methodology\/approach<\/jats:title>\n \u2013 A Dirichlet model was estimated to assess purchase frequency and hotel choice within one of the biggest hotel chains in Portugal. The sample comprises hotels where a loyalty program was implemented, with a total of 176,099 reservations. Data were extracted from the customer relationship management (CRM) systems of the hotel group. <\/jats:p>\n <\/jats:sec>\n \n Findings<\/jats:title>\n \u2013 The results suggest that instead of being loyal to a certain hotel, customers are loyal to the branded hotel chain. As the hotels are all part of the branded group, this polygamy is not only accepted but also very welcome. <\/jats:p>\n <\/jats:sec>\n \n Research limitations\/implications<\/jats:title>\n \u2013 The level of penetration and purchase frequency of CRM was measured. Nevertheless, a thorough understanding of these will be critical for the success of this program. <\/jats:p>\n <\/jats:sec>\n \n Practical implications<\/jats:title>\n \u2013 This research is a step toward assessing hotel chain competitiveness, by improving and suggesting segmented groups of brands\/hotels and to induce cross-selling products accepting polygamous loyalty as the only way to sustain long-term relationships with customers. <\/jats:p>\n <\/jats:sec>\n \n Originality\/value<\/jats:title>\n \u2013 This is one of the few research studies, if not the only one, to assess loyalty with tangible indicators, such as purchase frequency. Further, the results suggest that loyalty programs are more effective if multiple options are available and as such, cross-selling is perhaps the only way to fix customers.<\/jats:p>\n <\/jats:sec>","DOI":"10.1108\/ijcthr-03-2014-0020","type":"journal-article","created":{"date-parts":[[2014,10,17]],"date-time":"2014-10-17T09:20:08Z","timestamp":1413537608000},"page":"375-387","source":"Crossref","is-referenced-by-count":7,"title":["Exploring effects of hotel chain loyalty program"],"prefix":"10.1108","volume":"8","author":[{"given":"Pedro","family":"Pimp\u00e3o","sequence":"first","affiliation":[]},{"given":"Ant\u00f3nia","family":"Correia","sequence":"first","affiliation":[]},{"given":"Jo\u00e3o","family":"Duque","sequence":"first","affiliation":[]},{"given":"Jos\u00e9","family":"Carlos Zorrinho","sequence":"first","affiliation":[]}],"member":"140","reference":[{"unstructured":"Bassi, F.\n (2011), \u201cThe Dirichlet model: analysis of a market and comparison of estimation procedures,\u201d Marketing Bulletin, Vol. 22 No. 1, pp. 1-11.","key":"key2020122823184920100_b1"},{"unstructured":"Boland, D. Morrison, D.\n , \n Morrison, D.\n and \n O\u2019Neill, S.\n (2002), \u201cThe future of CRM in the airline industry: a new paradigm for customer management,\u201d IBM Institute for Business Value, Vol. 3 No. 1, pp. 1-17.","key":"key2020122823184920100_b2"},{"doi-asserted-by":"crossref","unstructured":"Boulding, W. Staelin, R. Ehret, M.\n and \n Johnston, W.\n (2005), \u201cA customer relationship management roadmap: what is known, potential pitfalls and where to go,\u201d Journal of Marketing, Vol. 69 No. 4, pp. 155-166.","key":"key2020122823184920100_b4","DOI":"10.1509\/jmkg.2005.69.4.155"},{"unstructured":"Buhalis, D.\n (2003), Etourism: Information Technology for Strategic Management, Prentice Hall, London.","key":"key2020122823184920100_b5"},{"doi-asserted-by":"crossref","unstructured":"Buhalis, D.\n and \n Law, R.\n (2008), \u201cProgress in information technology and tourism management: 20 years on and 10 years after the internet \u2013 the state of etourism research,\u201d Tourism Management, Vol. 29 No. 4, pp. 609-623.","key":"key2020122823184920100_b6","DOI":"10.1016\/j.tourman.2008.01.005"},{"unstructured":"Cunningham, R.\n (1957), \u201cBrand loyalty \u2013 what, where, how much?,\u201d Harvard Business Review, Vol. 34 No. 1, pp. 116-128.","key":"key2020122823184920100_b7"},{"unstructured":"Czepiel, J.\n and \n Rosenberg, L.\n (1992), \u201cA marketing approach for customer retention,\u201d Journal of Product and Brand Management, Vol. 1 No. 1, pp. 27-33.","key":"key2020122823184920100_b8"},{"doi-asserted-by":"crossref","unstructured":"Dick, A.\n and \n Basu, K.\n (1994), \u201cCustomer loyalty: toward an integrated conceptual framework,\u201d Journal of the Academy of Marketing Science, Vol. 22 No. 2, pp. 99-113.","key":"key2020122823184920100_b9","DOI":"10.1177\/0092070394222001"},{"unstructured":"Dowling, G.\n and \n Uncles, M.\n (1997), \u201cDo customer loyalty programs really work?,\u201d Research Brief No. 1, Centre for Corporate Change at the Australian Graduate School of Management.","key":"key2020122823184920100_b10"},{"doi-asserted-by":"crossref","unstructured":"Ehrenberg, A. Uncles, M.\n and \n Goodhardt, G.\n (2004), \u201cUnderstanding brand performance measures: using dirichlet benchmarks,\u201d Journal of Business Research, Vol. 57 No. 12, pp. 1307-1325.","key":"key2020122823184920100_b11","DOI":"10.1016\/j.jbusres.2002.11.001"},{"doi-asserted-by":"crossref","unstructured":"Frow, P.\n , \n Payne, A.\n , \n Wilkinson, I.\n and \n Young, L.\n (2011), \u201cCustomer management and CRM: addressing the dark side,\u201d Journal of Services Marketing, Vol. 25 No. 2, pp. 79-89.","key":"key2020122823184920100_b13","DOI":"10.1108\/08876041111119804"},{"doi-asserted-by":"crossref","unstructured":"Goodhardt, G.\n , \n Ehrenberg, A.\n and \n Chatfield, C.\n (1984), \u201cThe Dirichlet: a comprehensive model of buying behavior,\u201d Journal of the Royal Statistical Society, Vol. 147 No. 5, pp. 621-655.","key":"key2020122823184920100_b14","DOI":"10.2307\/2981696"},{"doi-asserted-by":"crossref","unstructured":"Hansen, J.\n , \n Deitz, G.\n and \n Morgan, R.\n (2010), \u201cTaxonomy of service-based loyalty program members,\u201d Journal of Services Marketing, Vol. 24 No. 4, pp. 271-282.","key":"key2020122823184920100_b15","DOI":"10.1108\/08876041011052980"},{"unstructured":"Kearns, Z.\n (2009), \u201cDirichlet.xls,\u201d Marketing Bulletin, Vol. 14, Technical Note 3.","key":"key2020122823184920100_b16"},{"doi-asserted-by":"crossref","unstructured":"Lacey, R.\n and \n Morgan, R.\n (2009), \u201cCustomer advocacy and the impact of B2B loyalty programs,\u201d Journal of Business and Industrial Marketing, Vol. 24 No. 1, pp. 3-13.","key":"key2020122823184920100_b17","DOI":"10.1108\/08858620910923658"},{"doi-asserted-by":"crossref","unstructured":"Liu, Y.\n (2007), \u201cThe long-term impact of loyalty programs on consumer purchase behavior and loyalty,\u201d Journal of Marketing, Vol. 71 No. 4, pp. 19-35.","key":"key2020122823184920100_b18","DOI":"10.1509\/jmkg.71.4.019"},{"unstructured":"McPhee, W.\n (1963), Formal Theories of Mass Behavior, Free Press, New York, NY.","key":"key2020122823184920100_b20"},{"doi-asserted-by":"crossref","unstructured":"M\u00e4gi, A.\n (2003), \u201cShare of wallet in retailing: the effects of customer satisfaction, loyalty cards, and shopper characteristics,\u201d Journal of Retailing, Vol. 79 No. 2, pp. 97-106.","key":"key2020122823184920100_b19","DOI":"10.1016\/S0022-4359(03)00008-3"},{"unstructured":"Reichheld, F.\n (1993), \u201cLoyalty-based management,\u201d Harvard Business Review, Vol. 71 No. 2, pp. 64-73.","key":"key2020122823184920100_b21"},{"unstructured":"Reichheld, F.\n and \n Sasser, E.\n (1990), \u201cZero defections: quality comes to services,\u201d Harvard Business Review, Vol. 68 No. 5, pp. 105-111.","key":"key2020122823184920100_b22"},{"unstructured":"Rungie, C.\n (2003), \u201cHow to estimate the parameters of the Dirichlet model using likelihood theory in excel,\u201d Marketing Bulletin, Vol. 14 No. 3, pp. 1-9.","key":"key2020122823184920100_b23"},{"doi-asserted-by":"crossref","unstructured":"Sharp, B.\n and \n Sharp, A.\n (1997), \u201cLoyalty programs and their impact on repeat-purchase loyalty patterns,\u201d International Journal of Research in Marketing, Vol. 14 No. 5, pp. 473-486.","key":"key2020122823184920100_b24","DOI":"10.1016\/S0167-8116(97)00022-0"},{"doi-asserted-by":"crossref","unstructured":"Stern, P.\n and \n Hammond, K.\n (2004), \u201cThe relationship between customer loyalty and purchase incidence,\u201d Marketing Letters, Vol. 15 No. 1, pp. 5-19.","key":"key2020122823184920100_b25","DOI":"10.1023\/B:MARK.0000021967.80283.c8"},{"doi-asserted-by":"crossref","unstructured":"Bolton, R.\n , \n Kannan, P.\n and \n Bramlet, M.\n (2000), \u201cImplications of loyalty program membership and service experiences for customer retention and value,\u201d Journal of the Academy of Marketing Science, Vol. 28 No. 1, pp. 95-108.","key":"key2020122823184920100_frd1","DOI":"10.1177\/0092070300281009"},{"doi-asserted-by":"crossref","unstructured":"Ehrenberg, A.\n , \n Goodhardt, G.\n and \n Barwise, T.\n (1990), \u201cDouble jeopardy revisited,\u201d Journal of Marketing, Vol. 54 No. 3, pp. 82-91.","key":"key2020122823184920100_frd2","DOI":"10.1177\/002224299005400307"}],"container-title":["International Journal of Culture, Tourism and Hospitality Research"],"original-title":[],"language":"en","link":[{"URL":"http:\/\/www.emeraldinsight.com\/doi\/full-xml\/10.1108\/IJCTHR-03-2014-0020","content-type":"unspecified","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/IJCTHR-03-2014-0020\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/IJCTHR-03-2014-0020\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,25]],"date-time":"2025-07-25T00:54:21Z","timestamp":1753404861000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/ijcthr\/article\/8\/4\/375-387\/119558"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2014,9,30]]},"references-count":25,"journal-issue":{"issue":"4","published-print":{"date-parts":[[2014,9,30]]}},"alternative-id":["10.1108\/IJCTHR-03-2014-0020"],"URL":"https:\/\/doi.org\/10.1108\/ijcthr-03-2014-0020","relation":{},"ISSN":["1750-6182"],"issn-type":[{"type":"print","value":"1750-6182"}],"subject":[],"published":{"date-parts":[[2014,9,30]]}}}