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Dimensions of customer loyalty in hospitality micro-enterprises

Author

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  • Azin Mostajer Haghighi
  • Thomas Baum
  • Farhad Shafti

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.

Suggested Citation

  • Azin Mostajer Haghighi & Thomas Baum & Farhad Shafti, 2014. "Dimensions of customer loyalty in hospitality micro-enterprises," The Service Industries Journal, Taylor & Francis Journals, vol. 34(3), pages 251-273, February.
    • Handle: RePEc:taf:servic:v:34:y:2014:i:3:p:251-273
    DOI: 10.1080/02642069.2013.763928
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    Cited by:

    1. Gilboa, Shaked & Seger-Guttmann, Tali & Mimran, Ofir, 2019. "The unique role of relationship marketing in small businesses’ customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 152-164.
    2. Rangson Chirakranont & Sirijit Sunanta, 2021. "Applications of Experience Economy in Craft Beer Tourism: A Case Study in Thailand’s Context," Sustainability, MDPI, vol. 13(18), pages 1-23, September.

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