The hotel industry continues embracing loyalty/rewards programs as a major platform to nurture customer relationships as well as reap return business. The reality is that major hotels have been aggressively spending more but achieve less in defending existing customers. We address this void by...

Viral marketing is the business approach that uses peer-to-peer communications to increase product awareness and adoptions through widespread social networks of receivers. Benefiting from the unprecedented fast growth of online social networks, this marketing maneuver merits a deeper...

Revenue management has been applied to the restaurant industry, but restaurant operators have been disinclined to apply various types of RM approaches, due to apprehension for customer’s possible expressions of dissatisfaction. To relieve this reluctance, restaurant operators may need to...