| Description |
1 online resource : illustrations |
| Series |
SAGE Knowledge. Cases |
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SAGE Knowledge. Cases
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| Summary |
In July 2015, Stefanie Pietzsch, guest relations and marketing manager of The Fairway Hotel, Spa & Golf Resort, a Johannesburg-based luxury city resort owned by property developer Guvon Investments, considered introducing a loyalty programme to reward her loyal guests. In recent years, hotels in Johannesburg had experienced the effects of slow economic conditions with an overall drop in room occupancy, which had resulted in increased competition. Pietzsch preferred a loyalty programme to be implemented at hotel rather than group level, but how prepared were both the Guvon Group and The Fairway for such a programme, and would a loyalty programme be an appropriate customer acquisition and retention strategy for the hotel? |
| Notes |
Originally published: Chinje, N., & Townsend, S. (2015). Fairway Hotel: Customer Lifetime Value through a Loyalty Programme? WBS-2015-12. Johannesburg: The Case Centre, Wits Business School |
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Description based on XML content |
| Subject |
Fairway Hotel, Spa & Golf Resort
|
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Hospitality industry -- South Africa -- Johannesburg -- Management -- Case studies
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Hotel management -- South Africa -- Johannesburg -- Case studies
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Hospitality industry -- Management
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Hotel management
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South Africa -- Johannesburg
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| Genre/Form |
Case studies
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Case studies.
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Études de cas.
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| Form |
Electronic book
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| Author |
Townsend, Stephanie Z., author
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| ISBN |
9781473994942 |
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1473994942 |
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