Billy Bai

Seyhmus Baloglu1
Sarah Tanford1
Kathryn Hausbeck Korgan1
Gillian S Naylor1
1Seyhmus Baloglu
1Sarah Tanford
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Membership marketing is highly prevalent in today's restaurant industry. The purpose of the study was to examine the joint effects of membership fees and competition on customer choice, willingness to join other programs and feelings of regret in a restaurant setting. Using a 2 Â 2 Â 2 experimental design, the study found that the effect of sunk cost and(More)
Businesses, including the hospitality sector discovered the importance of customer retention as a key success factor. Thus, customer loyalty is a topic that has received much attention since the 1990s as relationship marketing has become a popular marketing scheme. The purpose of this study was to review published research on customer loyalty to better(More)
  • Eunjin Choi, William F Harrah, Sarah Tanford, Seyhmus Baloglu, Billy Bai, Gillian S Naylor +1 other
  • 2016
ii We recommend the thesis prepared under our supervision by Abstract This study examined the impact of hotel loyalty program membership and tier levels on guest perceptions and tolerance for service quality in major U. S. hotel chains. A sample of 315 hotel loyalty program members and non-members were surveyed via an online self-administered survey sent by(More)
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