BBMR4103 Discuss the benefits and importance of building long-term relationships with customers: Relationship Marketing Assignment, OUM, Malaysia

Choose a hotel operating in Malaysia.   Discuss the benefits and importance of building long-term relationships with customers. Evaluate the customer loyalty program that the hotel has in terms of implementing long-term relationships with customers.  Based on your evaluation, provide recommendations on how the hotel can improve its customer loyalty program to gain customer loyalty.

Your write-up should include the following:

1. Introduction of the chosen hotel.
2. Discussion of the benefits and importance of building long-term relationships with customers.

• Evaluation of the customer loyalty program used by the hotel in implementing long-term customer relationships.

1. Recomendations to improve the hotel customer loyalty program.