تحقیقات بازاریابی وفاداری مشتری : یک رویکرد تطبیقی بین مهمان نوازی و کسب و کار مجلات

Businesses, including the hospitality sector discovered the importance of customer retention as a key success factor. Thus, customer loyalty is a topic that has received much attention since the 1990s as relationship marketing has become a popular marketing scheme. The purpose of this study was to review published research on customer loyalty to better understand its evolution and development in the hospitality industry. Specifically, the study took a comparative approach by examining published research from academic hospitality journals and business journals. A total number of 262 articles were reviewed. Topical areas, industry application, and research methods were discussed. Lastly, study limitations were discussed.