Customer loyalty is the key to success in today’s commoditized hotel industry. To that end, many hotel companies offer frequent-guest programs. The reward programs are not enough to induce loyalty, however, in the absence of an emotional bond with the brand. Instead, affective commitment—that emotional bond—is needed to ensure repeat patronage. This study demonstrates the key role of an affective commitment in strengthening loyalty to the brand and in improving customers’ perceptions of their preferred brand’s frequent-guest program.
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