Lojalność konsumentów jako źródło przewagi konkurencyjnej przedsiębiorstwa hotelarskiego
Consumer loyalty as a source of competitive advantage for the hotel enterprise

Summary/Abstract: Recent years have seen robust development of hotel services market across Poland, and thus it prompts the pursuit for various sources of competitive advantage. One of key sources may be consumer loyalty which translates into repeated purchase of services provided by the specific hotel and giving it recommendations. The paper proposes an original model for building loyalty of hotels clients. At the same time it provides foundations for conducting research covering a consumer survey poll and surveys among enterprises using a technique of the “secret client”. The material gathered allowed to partially corroborate hypotheses holding that the “broadly understood” quality is critical for a client making a decision on selecting and repeat purchase of a hotel service, due to the specifics underlying hotel services, value created in the enterprise environment appears to be a significant element of the value offered to a client, a fundamental instrument used for building loyalty of the hotel client is the price, and the significance of other tools is underrated.

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