Picture of wind turbine against blue sky

Open Access research with a real impact...

The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs.

The Energy Systems Research Unit (ESRU) within Strathclyde's Department of Mechanical and Aerospace Engineering is producing Open Access research that can help society deploy and optimise renewable energy systems, such as wind turbine technology.

Explore wind turbine research in Strathprints

Explore all of Strathclyde's Open Access research content

Dimensions of customer loyalty in hospitality micro-enterprises

Haghighi, Azin Mostajer and Baum, Thomas and Shafti, Farhad (2013) Dimensions of customer loyalty in hospitality micro-enterprises. Services Industries Journal. ISSN 0264-2069

Full text not available in this repository. (Request a copy from the Strathclyde author)

Abstract

This study aims to explore the role of customer loyalty as a managerial tool in the context of hospitality micro-enterprises (HMEs). In the absence of the concept of franchise customer loyalty becomes one of the key factors for survival. Analysis of data results in exploring the importance of customer loyalty to owner-managers, and their role in generating the antecedents of loyalty is also revealed. Encounter of owner-managers' motivations with small hospitality business characteristics appears to be influential. Motivation leads to creation of an ‘at home’ feeling and offering extra services. These directly influence customer loyalty in HMEs. A paradox has been highlighted: as a result of the same factors (host motivations and small business characteristics) customer loyalty cannot be built in its higher levels.