3. Relationship Building = The hospitality industry highly depends on repeated customers for survival. Building long term relationship customers can benefit the organizations for generating with stable revenues regardless o fthe instability of seasons and at the same time, developing brand reputations through positive word of mouth of the repeated customers. In order to develop brand loyalty, different methods are currently applied by the lodging and food service sectors, such as membership programmes which give privileges and incentives to frequent customers. However, top management of organizations do believe that the informal ways of building "friendship" between front-line staff and customers through high degree of personal attention and customization can win the loyalty of customers in long run.