The impact of communication channels on communication style and information quality for hotel loyalty programs
Purpose The purpose of this study is to evaluate the impact of communication channels on communication style and information quality as perceived by loyalty program members. Design/methodology/approach An online survey was utilized to collect data, and multivariate analysis of variance was used to test the study hypothesis. Findings Study results indicated that the choice of a communication channel has a significant impact on the perceived communication style and information quality. Research limitations/implications The use of an online survey restricted the ability to generalize findings beyond those that use the internet. Replicating this study in other areas where customers seek information outside of loyalty programs would provide valuable insight into the impact of communication channels on communication style and perceived quality of communication. Practical implications Communication style and information quality have been shown to impact customer loyalty. The results of this study indic.