Hotel business: customer loyalty management

Abstract

The relevance of the chosen direction of the research is due to the need to develop modern marketing management technologies for the adaptation, survival and further development of hotel and restaurant industry, taking into account the fact that the current situation characterized by a socio-economic crisis, has been aggravated by the consequences of the COVID-19 coronavirus pandemic, which together led to new challenges in the hotel and restaurant industry. The hotel and restaurant product is presented as a combination of material product, services and atmosphere, which together form a unique selling proposition in the hotel and restaurant industry. With this in mind, it is reasonable that consumer loyalty to establishments of the hotel and restaurant industry is characterized by customer satisfaction, adherence, advocacy and impressions, which together reflect the perception of the establishment, attitude towards it and future intentions. The use of the proposed scientific and practical approach will make it possible to determine the level of customer loyalty in the hotel and restaurant industry as a whole and for each of its characteristics, to make justified management decisions in accordance with the stage of customer loyalty formation. In order to increase customer loyalty in the hotel and restaurant industry in today's changing situation and conditions of uncertainty, a number of practical recommendations are given to ensure the unique competitive advantages of the hotel product, the introduction of modern information technologies, and improvement of the service quality.