Overview
The project had two aims:
First, the project aimed at shedding light on contemporary practices how travel and tourism companies try to increase the loyalty of their customers using electronic tools.
Second, there is few data and knowledge about e-loyalty behaviour of customers. This representative survey in Germany, the UK and the USA sheds light on e-loyalty.
Main findings are:
E-loyalty programmes and measures taken by travel, tourism and hospitality companies are not liked very much by the non-frequent travellers.
To make customers more loyal, travel and tourism companies should invest first in seamless basic services such as a comprehensive website, understandable online booking processes and create a good travel experience. Loyalty programmes are of lower importance.
US travellers do like loyalty instruments considerably more than travellers from the UK and Germany.
