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Congratulations - Center for Hospitality Research 2011 Industry Relevance Award Winner

Congratulations Professor Michael McCall!

 “Building Customer Loyalty: Ten Principles for Designing an Effective Customer Reward Program" is one of the winners of the 2011 Industry Relevance Award given by the Center for Hospitality Research at Cornell University.

This report (1) identifies program components that have been shown to be effective, and (2) offers a series of guiding principles that hospitality and marketing managers should find useful in designing and modifying their reward programs. Although there is no universal recipe for reward program success, the ten guiding principles adduced in this report could assist managers in leading the conversation on how to make their programs more effective. Key points include finding genuine ways to rewards guests, differentiating the loyalty program from those of competitors, and continually reevaluating tier requirements to ensure continued guest participation. For more information please click here



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