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Posted by Megan Christopher at 4:43PM   |  Add a comment
 Michael McCall, professor of marketing and law

Michael McCall, professor of marketing and law
The Hotel Business Review, an online resource that provides best practices in hotel management and operations, published an article written by  McCall on the implications of loyalty programs. “Loyalty programs have become an increasingly popular method for retaining and enhancing the long term value of the customer base. In addition to increasing retention, these programs are often intended to increase spending frequency and generate positive word of mouth for the firm,” explained McCall.

Outlet: Hotel Business Review
Publication date: April 2013
Headline: “Does Growing Your Loyalty Program Reward the 'Right' Customers?


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