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Tạp chí khoa học ĐHCT
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Bài báo - Tạp chí
(2023) Trang: 343-361
Tạp chí: The International Congress on Scientific Research April 10-12, 2023, Ankara, Turkey

ABSTRACT

This research aims to analyze the importance of loyalty programs in the hospitality industry, focusing on the ACCOR Group's loyalty program (ALL - Accor Live Limitless). The study begins by discussing the overview of loyalty programs in hospitality and its significance in enhancing customer retention and brand loyalty. It then evaluates the competitive positioning of the ACCOR Group and its market segmentation. The research delves into the design and evolution of the loyalty program, highlighting how it addresses the strategic needs identified in the competitive analysis. Finally, it concludes by summarizing the key findings and discussing their implications for the hospitality industry. To ensure a comprehensive understanding of the ACCOR Group's loyalty program and its effects on customer retention and business outcomes, the research approaches for this study include a combination of qualitative and quantitative methods, such as literature review, case study analysis, and survey research. For data analysis, quantitative data from the surveys will be analyzed using descriptive and inferential statistics, while qualitative data from the case study and open-ended survey responses will be subjected to content analysis. This process will facilitate the identification of patterns, trends, and relationships in the data. Research outcomes include: (1) identification of the key factors contributing to the success of ACCOR Group's loyalty program, as well as areas for improvement or potential enhancements; (2) insight into the relationship between the loyalty program and customer retention, helping to inform the development of more effective strategies for maintaining customer loyalty in the hospitality industry; (3) an understanding of the competitive landscape and market segmentation for the ACCOR Group, providing valuable context for evaluating the program's strategic alignment with the company's overall objectives; and (4) recommendations for businesses in the hospitality industry on how to design and implement loyalty programs that effectively address their strategic needs and enhance customer satisfaction and retention.

Keywords: loyalty program, ACCOR Group, competitive positioning, market segmentation, strategic alignment, customer retention

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