Beldona, Srikanth and Miller, Brian and Gopalakrishnan, Parvadhavardhini (2015) ARE LOYALTY PROGRAM MEMBERS DIFFERENT IN THEIR PERCEPTIONS OF COMMODITIZATION? Proceedings of the 22nd Annual iHITA Research Conference. pp. 5-15. ISSN .

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Abstract

Commoditization in the US lodging industry has been a long prevailing concern. This study collected the perceptions of commoditization from US customers drawn from a national database. First, a commoditization score was derived from a second-order formative model measure of the commoditization construct. When modeled as a classification predictor in a discriminant analysis with two groups (1=Member of Hotel Loyalty Program & 0=Not a Member), the results indicated that loyalty program members were likely to have significantly greater perceptions of commoditization when compared with those who are not members. Implications are drawn for both industry and academia.

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