APPLICATION OF QUALITATIVE METHODS IN HOTELS` CUSTOMER LOYALTY MANAGEMENT STRATEGIES

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APPLICATION OF QUALITATIVE METHODS IN HOTELS` CUSTOMER LOYALTY MANAGEMENT STRATEGIES

Lisa Galina, PhD candidate Free International University of Moldova

ABSTRACT
Our society is constantly changing and these changes have an impact not only on our buying habits and consumption but also on the hotel companies that must constantly adapt to meet new customer requirements. When performing market research to determine customer loyalty strategy, hotel marketers are often faced with questions that require application of both quantitative research methods and deep knowledge coming from unstructured qualitative approaches. Subsequently, the quantitative approach is used to design and test an instrument for web-based service quality
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2) Although focus groups are conducted under controlling, can easily appear new ideas being encouraged by the more open environment.
3) The possibility of observing genuine reactions of respondents
4) Both focus groups can be very flexible and allows individuals to express their opinions freely.
5) Deeper understanding of the views and new perspectives.
6) The information received from the interviews is much deeper, often very detailed and rich.
When it comes to market research qualitative versus quantitative market research, there are a lot of factors that determine what really differentiates them. This makes it important to choose the appropriate method of service and the agenda. For choosing the correct method for market research in order to establish customer loyalty strategy below are presented some tips to guide decision:
A. it will be used the qualitative market research when:
- it requires explanation and exploration of quantitative studies
- determine the essence of the problems encountered
- to better understand the respondents and their intentions
- to get feedback and opinions authentic and unspoiled
B. It will be used the quantitative market research when:
- it requires large marketing studies
- identify desired market share of the company and of the course of its action
- will gather information to apply them in statistical analysis company
- will opt for a faster and more conclusive research.
As the hospitality industry is

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