Full-feature hotels now need to look beyond customer satisfaction of their respective target markets and implement
appropriate customer loyalty strategies. Trying to build strong relationships with all types of customers is not the most effective response. It is more important to build and maintain the right level of relationships with the right customers. Moreover, in times of economic slowdown, responses by organisations may in some cases appear antithetical. For example, some food retailers like McDonalds have introduced ‘premium products’ during the current contraction of consumer demand.