Yen-Soon Kim

The Influence of Reward Program Membership and Commitment on Hotel Loyalty

This research evaluated the role of reward membership and commitment on switching costs, defined as the price at which consumers would switch to a nonpreferred hotel brand. Online survey respondents were classified by reward tier and two types of commitment: value (reward program benefits) and affective (emotional attachment to brand). The results showed that all reward program members exhibit value commitment but upper tier members are more likely to develop an emotional bond. Participants rated likelihood to switch in response to 20 pricing scenarios that varied base price for the preferred brand and discount for a nonpreferred brand. Value commitment was associated with greater price sensitivity, whereas affective commitment produced less differentiation between prices and discounts. Findings indicate that value commitment and lower tier membership are associated with a utilitarian perspective, whereas high-tier members or those with high affective commitment value intangible benefits and are less susceptible to discounting by competitors.

Evaluating Loyalty Constructs Among Hotel Reward Program Members Using eWOM

Electronic word-of-mouth has become a driving force for hospitality businesses. Achieving customer loyalty is a primary goal of hospitality businesses, and reward programs are one mechanism for doing so. Customer-based communication channels have the potential to undermine or support these efforts. This study investigated attitudes toward hotel loyalty programs among members of flyertalk.com, a forum for frequent travelers. A content analysis of 1,519 comments from members of five major hotel programs was conducted. The core categories that emerged were program experience, value, process, obtaining status, company-created communication, customer-created communication, and defection motivators and inhibitors. A paradigm model indicated that communication is the most important loyalty antecedent, and that all antecedents influence loyalty via the program experience. The emergent relationships suggest that managers should actively monitor online channels and take action to correct issues that cause member frustration and dissatisfaction. Otherwise, these problems can escalate through the rapid spread of electronic word-of-mouth.

A Model of Hotel Defection at the Purchasing Stage

Hotel operators spend millions of dollars each year to create customer loyalty. Less attention is paid to factors that cause customers to defect. In the current study, factors that influence hotel purchasing and established loyalty-related constructs were integrated into two models of hotel defection, one for full-service brand guests and one for limited-service brand guests. For full-service hotels, the decision to defect or not is driven by affective, or emotional, commitment, as well as switching costs, which are defined as the amount of discount that an otherwise loyal customer would require to switch to a competing brand. Hotel selection factors influence defection primarily through their impact on affective commitment. For limited-service guests, value considerations play a central role. Reward program membership and hotel selection factors influence defection through commitment, based on reward program benefits. The findings emphasize the importance of tailoring hotel features and reward program benefits to the needs of target customer segments.

Hospitality Programs at Four-Year Universities in South Korea

The primary purpose of this research is to report on the current profile and development of hospitality programs of four-year universities in South Korea. Approximately 28 percent of four-year universities in South Korea have a hospitality program (i.e., hotel, restaurant, and/or tourism management). Information provided in this paper includes names and characteristics of institutions, website addresses of institutions, and faculty profiles. From this report, hospitality educators and practitioners will gain an understanding of South Koreas hospitality education and find access to detailed program information. International educators and Korean educators can utilize this information to help determine the adequacy of programs for potential collaboration, exchange partners, or recruiting. Industry practitioners may also use the information to recruit students as potential interns or employees as hospitality businesses expand globally and their customers become more multicultural.

College Students and Quick-Service Restaurants: How Students Perceive Restaurant Food and Services

The current generation of college students has grown up with many quick-service restaurants. In the United States, the top three quick-service restaurants are McDonalds, Burger King, and Wendys. A survey of 499 college students was conducted regarding their satisfaction levels with quick-service restaurant foods and services. The results indicated that if the quick-service restaurant wants to attract college students, they must concentrate on providing outstanding “quality value” and “practical value.” Wendys received the highest satisfaction scores over McDonalds and Burger King. The results from this study can assist executives and managers in developing strategic plans appropriate for the college student market.

A Case Study Examining the Influence of Conference Food Function on Attendee Satisfaction and Return Intention at a Corporate Conference

For many conferences and events, increased attendee registration leads to increased profits for the hosting organization. Food functions, in particular, can be an effective tool to satisfy attendees and build attendance, as it empowers an attendees sensory memory of an event. Nutritiously balanced food can enhance an attendees learning ability. The purpose of this research was to identify factors that impact the attendees satisfaction with conference food functions, and further, to understand an attendees return intention based on the satisfaction level at a corporate conference. It is concluded that the quality of food content is the leading determinant of an attendees satisfaction with the food function performance and that food function predicts an attendees intention to return. This research provides insights into how important food functions are to conference attendees’ intent to return to future conferences.

Factors That Impact Mature Customer Dining Choices in Las Vegas

As the mature consumer market continues to grow in importance, the foodservice industry needs to understand its purchasing behaviors. The city of Las Vegas is a popular tourism destination as well as a popular place to live for older adults. This study was designed to identify the restaurant attributes important to mature restaurant customers, specifically in three restaurant sectors—fine dining, buffet, and family/casual dining restaurants. A self-administered questionnaire was developed, tested, and applied in Las Vegas. The participants (n = 393) in this study were 50 years old or older. The results were analyzed using descriptive analysis and exploratory factor analysis. The study concluded that respondents highly valued the quality of food and service as well as comfortable restaurant facilities. It was also found that price promotions and nutritional menu information seem to be secondary concerns to mature customers, which is contrary to the reviewed literature.

An Overview of Hospitality Programs in Taiwan

The primary purpose of this paper was to report the current profile and development of hospitality programs in Taiwans colleges and universities. Approximately 21 percent of colleges and universities now have a hospitality related program (i.e., hotel, restaurant, and tourism management). Information provided in this paper includes names and characteristics of institutions, degree awarded, faculty composition, enrollment number, and credit requirements. From this report, hospitality educators and practitioners will gain an understanding of Taiwans hospitality and tourism education and will have access to detailed program information. International educators can utilize this information to help determine the adequacy of programs as potential collaboration or exchange partners. Practitioners may also use the information to recruit students as potential interns or employees as hospitality businesses expand globally and their customers become more international.