Customer Loyalty Management in Hotel and Restaurant Establishments in the Face of New Challenges
Zhehus O. V., Illiashenko O. V.

Zhehus, Olena V., and Illiashenko, Olena V. (2020) “Customer Loyalty Management in Hotel and Restaurant Establishments in the Face of New Challenges.” The Problems of Economy 3:118–125.
https://doi.org/10.32983/2222-0712-2020-3-118-125

Section: Economics and Enterprise Management

UDC 005.931.1:640.4

Abstract:
The article proves that the current situation, which is characterized by a political and socio-economic crisis in Ukraine, has been complicated by the consequences of the COVID-19 coronavirus pandemic, and together they have led to new challenges in the hotel and restaurant industry. The actual value of the chosen area of research is stipulated by the necessity to develop modern and marketing management technologies, which could help hotel and restaurant establishments to survive, adapt, and develop in the face of today’s challenges. One of the priority areas for management is the assessment of customer loyalty and finding solutions to increase it. In order to further develop theoretical aspects and practical tools within the issues analyzed, the characteristics of consumer loyalty have been substantiated, with respect to the specific features of the hotel and restaurant industry and the scientific and methodical approach to its estimation and management. Hotel and restaurant product has been presented as a combination of material product, services, and vibes, which together form a unique trade offer in the hotel and restaurant industry. Bearing this in mind, the authors of the article have proven the fact that customer loyalty in hotel and restaurant establishments is characterized by the customer’s satisfaction, commitment, advocacy and impressions, which together reflect the customer’s perception of an establishment, his/her attitude to it and future intentions. To assess and manage customer loyalty in the hotel and restaurant industry, a structural and logical framework has been built, which governs the stages of the study. Taking into account the methodological tools of the research, an algorithm for assessing customer loyalty of hotel and restaurant establishments has been designed, which should be used when compiling a customer satisfaction survey. An index method for estimating the loyalty level has been suggested, which helps to find partial loyalty indices by feature, and the integrative indicator. A scale for identifying the level and stage of the customer loyalty formation regarding hotel and restaurant establishments has been made up. The use of the suggested scientific and practical approach will help to identify the level of customer loyalty to a hotel or restaurant establishment, in general and by feature, to make informed management decisions in accordance with the stage of the customer loyalty formation. To increase the customer loyalty for a hotel and/or restaurant establishment in the face of modern challenges, a number of practical recommendations are given, which could provide the unique competitive advantages of a certain hotel product, help introduce modern information technologies, and improve the service quality.

Keywords: advocacy, commitment, customer loyalty, customers’ impression, hotel and restaurant industry, hotel and/or restaurant product.

Fig.: 4. Tabl.: 2. Formulae: 3. Bibl.: 14.

Zhehus Olena V. – Doctor of Sciences (Economics), Associate Professor, Professor, Department of Marketing and Commercial Activities, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: elena.jegus@gmail.com
Illiashenko Olena V. – Doctor of Sciences (Economics), Professor, Professor, Department of Tourism and Hospitality, O. M. Beketov National University of Urban Economy in Kharkiv (17 Chornohlazivska Str., Kharkіv, 61002, Ukraine)
Email: evi.2017@ukr.net

List of references in article

Baidak, T. M., and Bolotova, V. O. “Spozhyvcha loialnist u poli sotsiolohichnoho dyskursu“ [Consumer Loyalty in the Field of Sociological Discourse]. Visnyk Kharkivskoho natsionalnoho universytetu imeni V. N. Karazina. Seriia : Sotsiolohichni doslidzhennia suchasnoho suspilstva: metodolohiia, teoriia, metody, no. 36 (2016): 47-51.
Boiko, M. H. “Upravlinnia loialnistiu spozhyvachiv turystychnykh produktiv“ [Management of Consumer Loyalty of Tourist Products]. Ekonomika. Upravlinnia. Innovatsii. Seriia : Ekonomichni nauky. 2013. http://nbuv.gov.ua/UJRN/eui_2013_2_9
Hirna, O. B., Haieva, L. I., and Kobyliukh, O. Ya. “Dyferentsialna sutnist poniattia spozhyvchoi loialnosti“ [Differential Essence of the Concept of Consumer Loyalty]. Prychornomorski ekonomichni studii, no. 27(1) (2018): 113-117.
Hrosul, V. A., and Kalienik, K. V. “Loialnist spozhyvachiv yak osnovnyi kryterii formuvannia konkurentnykh perevah pidpryiemstv restorannoho hospodarstva“ [Consumer Loyalty as the Main Criterion for the Formation of Competitive Advantages of Restaurant Enterprises]. Ekonomika i suspilstvo, no. 15 (2018): 272-277.
“Ekonomichna statystyka. Natsionalni rakhunky. Kvartalni natsionalni rakhunky“ [Economic Statistics. National Accounts. Quarterly National Accounts]. Derzhavna sluzhba statystyky Ukrainy. http://www.ukrstat.gov.ua
Ivannikova, M. M. “Marketynhove upravlinnia loialnistiu spozhyvachiv“ [Marketing Management of Consumer Loyalty]. Marketynh i menedzhment innovatsii, no. 3 (2014): 62-72.
Karpova, L. O. “Loialnist hostei restoranu: do problemy hostynnosti“ [Loyalty of Restaurant Guests: to the Problem of Hospitality]. Aktualni pytannia kulturolohii, no. 16 (2016): 278-283.
Nazarova, K. O., and Moiseienko, O. M. “COVID-kryza yak draiver dydzhytalizatsii bukhhalterskykh protsedur“ [The COVID Crisis as a Driver of the Digitalization of Accounting Procedures]. Biznes Inform, no. 6 (2020): 227-234.
Netkova, V. M. “Loialnist spozhyvachiv: evoliutsiia pidkhodiv ta suchasnist“ [Consumer Loyalty: the Evolution of Approaches and Modernity]. Naukovyi visnyk Khersonskoho derzhavnoho universytetu. Seriia : Ekonomichni nauky, no. 20(2) (2016): 68-72.
Okhota, V. I. “Teoretychni ta praktychni aspekty formuvannia spozhyvchoi loialnosti v sferi hotelnykh posluh“ [Theoretical and Practical Aspects of Consumer Loyalty Formation in the Field of Hotel Services]. Ekonomika ta derzhava, no. 3 (2018): 80-83.
Rybintsev, V. O., Holovan, O. O., and Markova, S. V. “Vplyv instrumentiv priamoho marketynhu na loialnist kliientiv produktovoi merezhi supermarketiv“ [The Impact of Direct Marketing Tools on Customer Loyalty of the Supermarket Grocery Chain]. Naukovi pratsi Natsionalnoho universytetu kharchovykh tekhnolohii, vol. 22, no. 4 (2016): 101-109.
Skryhun, N. P., and Pirnak, M. V. “Spozhyvcha loialnist: sutnist ta osoblyvosti“ [Consumer Loyalty: Essence and Features]. Naukovyi visnyk Khersonskoho derzhavnoho universytetu. Seriia : Ekonomichni nauky, no. 10(4) (2015): 61-64.
Trushkina, N. V., and Rynkevych, N. S. “Kliientooriientovanist: osnovni pidkhody do vyznachennia“ [Client-Centricity: the Basic Approaches to Definition]. Biznes Inform, no. 8 (2019): 244-252.
Fylypenko, O. M., Rachkovan, O. D., and Petlenko, K. Yu. “Spozhyvcha loialnist: vymiriuvannia ta upravlinnia“ [Consumer Loyalty: Measurement and Management]. Ekonomichna stratehiia i perspektyvy rozvytku sfery torhivli ta posluh, no. 1 (2019): 76-86.