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Customer loyalty: a review and future directions with a special focus on the hospitality industry

Jay Kandampully (Department of Consumer Sciences, The Ohio State University, Columbus, Ohio, USA)
Tingting (Christina) Zhang (Department of Consumer Sciences, The Ohio State University, Columbus, Ohio, USA)
Anil Bilgihan (Department of Marketing, Florida Atlantic University, Boca Raton, Florida, USA)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 13 April 2015

19104

Abstract

Purpose

This article aims to provide a summary review of what is already known about customer loyalty and identifies some emerging issues that play an important role in it. As a result of dramatic changes in the marketplace and in consumers’ connections with the hospitality industry, researchers and practitioners are keen to understand the factors that underpin customer loyalty.

Design/methodology/approach

By synthesizing extant customer loyalty literature, this article seeks further understanding of loyalty and offers priorities for ongoing loyalty research.

Findings

Using conceptual models, this study provides a framework designed to extend the understanding of customer loyalty and the impact of the evolving role of engaged customers.

Practical implications

Companies are advised to create emotionally engaged, loyal brand ambassadors by focusing on emerging areas, such as customer engagement, brand citizenship behaviors, mass personalization, employee engagement, brand ambassadors (both employees and customers), co-creation of value, co-design, co-consumption and rapport between customers and employees.

Originality/value

This article crafts a conceptual framework for customer loyalty and identifies those factors that influence its development in the service industry with a special focus on the hospitality industry.

Keywords

Citation

Kandampully, J., Zhang, T.(C). and Bilgihan, A. (2015), "Customer loyalty: a review and future directions with a special focus on the hospitality industry", International Journal of Contemporary Hospitality Management, Vol. 27 No. 3, pp. 379-414. https://doi.org/10.1108/IJCHM-03-2014-0151

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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