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Case Study: GuestFirst Hotel: Customer Loyalty
Goal
The goal GuestFirst Hotel is seeking to achieve is to prove the positive relationship between enhancing customer loyalty and improving hotel financial performance. GuestFirst Hotel must search a way, through employing in-depth analysis on panel data and financial summary, to substantiate this positive relationship in order to generate a more relevant and profitable marketing program.
Problem
The assumption of loyalty・s being a primary driver of financial performance is a brand new and untested one to GuestFirst・s executives. Thus achieving the goal is the most crucial task to GuestFirst Hotel, because by accomplishing the goal the hotel can further realize the utmost significance of customer loyalty and hence be able to generate a more relevant marketing plan. ... First of all, GuestFirst・s definition towards ：Loyalty； is very confusing. Whether customer satisfaction equals to customer loyalty is still unproven. In addition, lack of data on hotel site location characteristics, competition, size, physical layout, and appearance shows GuestFirst・s insufficient knowledge in keeping relevant data. It is obvious that GuestFirst still needs to include more variables into the summary statistics before embarking on comparison analysis. Also, in the summary statistics there is no relationship within any single year, which is insignificant unless GuestFirst can create a suitable way to combine the four independent years of data into a single, related data set for analysis.
Approximate Word count = 987
Approximate Pages = 3.9
(250 words per page double spaced)
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