LOYALTY PROGRAM DIMENSION AND FUTURE TREND FOR HOSPITALITY AND TRAVEL INDUSTRY: A SYSTEMATIC LITERATURE REVIEW

Loyalty program(LP) has long become one of the marketing strategies used by the firms to retain their customer and gain their loyalty. The objective of this study is to identify challenge and opportunity in designing LP. Five dimensions associated with designing loyalty programs such as membership, point structure, benefit, communication program, and partnership have been identified. This Systematic review will focus on loyalty programs in hospitality and travel related industry. This paper reviewed 37 articles to explain the important factor in designing LP. Furthermore, technology advances also influence the evolution of the LP. The future direction of LP also identified as a guideline for researcher and practitioner to understand the LP.