Dimensions of customer loyalty in hospitality micro-enterprises

Haghighi, A. M., Baum, T. and Shafti, F. (2014) Dimensions of customer loyalty in hospitality micro-enterprises. Service Industries Journal, 34(3), pp. 251-273. (doi:10.1080/02642069.2013.763928)

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Abstract

This study aims to explore the role of customer loyalty as a managerial tool in the context of hospitality micro-enterprises (HMEs). In the absence of the concept of franchise customer loyalty becomes one of the key factors for survival. Analysis of data results in exploring the importance of customer loyalty to owner-managers, and their role in generating the antecedents of loyalty is also revealed. Encounter of owner-managers' motivations with small hospitality business characteristics appears to be influential. Motivation leads to creation of an ‘at home’ feeling and offering extra services. These directly influence customer loyalty in HMEs. A paradox has been highlighted: as a result of the same factors (host motivations and small business characteristics) customer loyalty cannot be built in its higher levels.

Item Type:Articles
Keywords:Hospitality micro-enterprises, customer loyalty, service management
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Shafti, Dr Farhad
Authors: Haghighi, A. M., Baum, T., and Shafti, F.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:Service Industries Journal
Publisher:Taylor & Francis
ISSN:0264-2069
ISSN (Online):1743-9507
Published Online:13 February 2013

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