Despite the widespread usage of loyalty programs across various businesses in the hospitality industry, its effectiveness is still being questioned. Thus, it is meaningful for hospitality marketers to evaluate the effectiveness of their loyalty programs to increase profitability and this study aims to investigate the effectiveness of a loyalty program. Specifically, this study examines the evolution of behavioral loyalty from a longitudinal perspective and observes whether loyalty program members produce positive customer lifetime value. This study obtains secondary data from a casino and hotel resort and performs time series ordinary least squares (OLS) modeling and study results support the research hypotheses. This study contributes to the understanding of the relation between a loyalty program and a firm’s profitability. It provides practical insights to hospitality marketers on how to manage loyalty programs more proficiently.

中文翻译：

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行为忠诚度和客户生命周期价值随时间的演变：来自赌场忠诚度计划的调查

尽管忠诚度计划在酒店业的各个业务中得到广泛使用，但其有效性仍受到质疑。因此，对酒店营销人员来说，评估其忠诚度计划的有效性以提高盈利能力是有意义的，本研究旨在调查忠诚度计划的有效性。具体而言，本研究从纵向角度考察了行为忠诚度的演变，并观察了忠诚度计划成员是否产生了积极的客户生命周期价值。这项研究从赌场和酒店度假村获得了二级数据，并进行了时间序列普通最小二乘（OLS）建模，研究结果支持了该研究假设。这项研究有助于理解忠诚度计划和公司的盈利能力之间的关系。