Management Summary
Background
The past several years, there have been some movements in social media. Old social media have disappeared and new social media took over. Hyves disappeared and Facebook and Twitter made their attendance. But it seems that new social media is also losing popularity (RTL Nieuws, 2014 ; Mulder, 2013 ; Bercovici, 2013 ; Oosterveer, 2014).
De Lange Horst, a hospitality establishment with a focus on the entertainment audience between 16 and 35 years old, puts more than 15,000 euros in external communication of which more than half in building the online community via Facebook. This goal is to increase the loyalty of the customers. Due to the movements in social media De Lange Horst is looking for a way to retain the existing community and increase the visitors loyalty. They want to find out of what factors loyalty is built. For this question the following research question was created.
What factors influence the loyalty of visitors of De Lange Horst?
The purpose of this study is to answer the main question and thus be able to do an appropriate recommendation to De Lange Horst about how to increase the loyalty of their visitors by using the right factors.
Method
Through a literature review answers are given to theoretical questions about loyalty, increasing loyalty and what factors influence. With s survey under the target audience on Facebook is then examines what the relationship is between the factors described in the theoretical framework and the loyalty of the visitors of De Lange Horst.
The factors that have the most influence on loyalty according to Boora & Harvinder (2011) are:
• Act of purchase
• Satisfaction
• Trust
• Commitment
• Communication
Results
Each of the five factors has influence on the loyalty although some of them have a weak link, but there is a little positive influence. The link of act of purchase, satisfaction and trust with loyalty are clear, but the link of commitment and communication looks a bit weak.
Conclusion
What factors influence the loyalty of visitors of De Lange Horst?
Recommendations
The past several years, there have been some movements in social media. Old social media have disappeared and new social media took over. Hyves disappeared and Facebook and Twitter made their attendance. But it seems that new social media is also losing popularity (RTL Nieuws, 2014 ; Mulder, 2013 ; Bercovici, 2013 ; Oosterveer, 2014).
De Lange Horst, a hospitality establishment with a focus on the entertainment audience between 16 and 35 years old, puts more than 15,000 euros in external communication of which more than half in building the online community via Facebook. This goal is to increase the loyalty of the customers. Due to the movements in social media De Lange Horst is looking for a way to retain the existing community and increase the visitors loyalty. They want to find out of what factors loyalty is built. For this question the following research question was created.
What factors influence the loyalty of visitors of De Lange Horst?
The purpose of this study is to answer the main question and thus be able to do an appropriate recommendation to De Lange Horst about how to increase the loyalty of their visitors by using the right factors.
Method
Through a literature review answers are given to theoretical questions about loyalty, increasing loyalty and what factors influence. With s survey under the target audience on Facebook is then examines what the relationship is between the factors described in the theoretical framework and the loyalty of the visitors of De Lange Horst.
The factors that have the most influence on loyalty according to Boora & Harvinder (2011) are:
• Act of purchase
• Satisfaction
• Trust
• Commitment
• Communication
Results
Each of the five factors has influence on the loyalty although some of them have a weak link, but there is a little positive influence. The link of act of purchase, satisfaction and trust with loyalty are clear, but the link of commitment and communication looks a bit weak.
Conclusion
What factors influence the loyalty of visitors of De Lange Horst?
- The act of purchase en the frequency of it influences the loyalty of visitors of De Lange Horst.
- Customer satisfaction influences the loyalty of visitors of De Lange Horst.
- Trust influences the loyalty of visitors of De Lange Horst.
- Commitment influences the loyalty according to Boora & Harvinder (2011), however the link to loyalty was very weak under the visitors of De Lange Horst.
- Communication influences the loyalty according to Boora & Harvinder (2011), however the link to loyalty was very weak under the visitors of De Lange Horst.
Recommendations
- Focus on the factors that have weak links with loyalty and improve them.
- Strive that the experience of one evening is spread over several days. Give people a reason to come back or even to talk about the company. Expend your company: ‘De avond duurt Lang’ concept.
- Use an app as an extension of the company and as a communication tool for the ‘De avond duurt Lang’ concept, so visitors are already playing with the app before they go out, while they are out, and the next day after going out.
- Organise brunches the next morning after going out. ‘Brakke Brunch.’
- Use loyal visitors as ambassadors to promote your concept and reward the ambassadors to make them more loyal.
- Surprise not only the visitors but also outsiders by programming great artist at 8 PM to make the visitors come earlier.