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Cornell Hotel and Restaurant Administration Quarterly
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How Affective Commitment Boosts Guest Loyalty (and Promotes Frequent-guest Programs)

Anna S. Mattila

School of Hospitality Management at Pennsylvania State University, asm6{at}psu.edu

Customer loyalty is the key to success in today’s commoditized hotel industry. To that end, many hotel companies offer frequent-guest programs. The reward programs are not enough to induce loyalty, however, in the absence of an emotional bond with the brand. Instead, affective commitment—that emotional bond—is needed to ensure repeat patronage. This study demonstrates the key role of an affective commitment in strengthening loyalty to the brand and in improving customers’ perceptions of their preferred brand’s frequent-guest program.

Key Words: brand management • affective commitment • calculative commitment • loyalty • frequent-guest programs

Cornell Hotel and Restaurant Administration Quarterly, Vol. 47, No. 2, 174-181 (2006)
DOI: 10.1177/0010880405283943
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