The impact of communication channels on communication style and information quality for hotel loyalty programs

Abstract

Purpose – The purpose of this study is to evaluate the impact of communication channels on communication style and information quality as perceived by loyalty program members. Design/methodology/approach – An online survey was utilized to collect data, and multivariate analysis of variance was used to test the study hypothesis. Findings – Study results indicated that the choice of a communication channel has a significant impact on the perceived communication style and information quality. Research limitations/implications – The use of an online survey restricted the ability to generalize findings beyond those that use the internet. Replicating this study in other areas where customers seek information outside of loyalty programs would provide valuable insight into the impact of communication channels on communication style and perceived quality of communication. Practical implications – Communication style and information quality have been shown to impact customer loyalty. The results of this study indicate that the type of communication channel used impacts style and information quality, and thereby loyalty. Social implications – Executives should use these research findings as a guide to how they should structure and maintain relationships with their loyalty members. Originality/value – This manuscript provides executives with a taxonomy of the tools and channels available for communicating information to loyalty program members.