ABSTRACT Customer loyalty in mountain resort luxury hotels is truly challenging; it presents specificities, obstacles and limits. We shall base our findings on the example of Courchevel, located in the Savoie region, in France, a resort renowned worldwide for its concentration of luxury and 5-star hotels with their star-winning chefs that testify to this. One rarely mentions customer loyalty there and the concept remains intuitive and empirical; it would require finer analyses, genuine competences and a better adapted communication. We shall in turn study the limits brought to the following aspects: profitability, staff loyalty, new technologies, promotion and communication, the evolution of the expectations of rich customers, of the gilded youth, gastronomy, innovation in services, the successive waves of foreigners… in a post-recession context in which the codes of luxury have evolved. Fifty or so qualitative interviews on the topic of customer loyalty were carried out in twenty or so hotels for this study between 2008 and 2010.
Cite this paper
nullM. Tixier, "Specificities, Obstacles and Limits to Building Customer Loyalty in Mountain Resort Luxury Hotels," Modern Economy, Vol. 2 No. 5, 2011, pp. 862-867. doi: 10.4236/me.2011.25096.
 F. Reicheld and W. E. Sasser, “Zero Defections: Quality Comes to Services,” Harvard Business Review, Vol. 68, No. 5, 1990, pp. 105-111.
 J. S. Thomas, “A Methodology for Linking Customer Acquisition to Customer Retention,” Journal of Marketing Research, Vol. 38, No. 2, 2001, pp. 262-268.
 J. H. Mc Alexander, J. W. Schouten and H. F. Koenig, “Building Brand Community,” Journal of Marketing, Vol. 66, No. 1, 2002, pp. 38-54.
 A. M. Muniz and T. C. O’Guinn, “Brand Community,” Journal of Consumer Research, Vol. 27, No. 4, 2001, pp. 412-432. doi:10.1086/319618
 D. Kerstetter, D. B. Morais and C. M. Yarnal, “The Love Triangle: Loyal Relationships among Providers, Customers, and their Friends,” Journal of travel Research, Vol. 44, No. 4, 2006, pp. 379-386.
 S. J. Backman, “The Utility of Selected Personal and Marketing Characteristics in Explaining Consumer Loyalty to Selected Recreation Services,” Ph.D. Dissertations, Texas A & M University, College Station, 1988.
 J. F. Petrick and S. J. Backman, “An Examination of Golf Travelers’ Satisfaction, Perceived Value, Loyalty and Intentions to Revisit,” Tourism Analysis, Vol. 6, No. 3/4, 2001, pp. 223-237.
 D. Kerstetter, K. Bricker and R. Gitelson, “The Influence of a Spouse or Partner in Travel Decision-Making,” Visions in Leisure and Business, Vol. 18, No. 3, 2000, pp. 51-55.
 M. Phan, “Innovation in Terms of Services,” Decisions Marketing No. 48, October-December 2007.
 J. P. Flipo, “L’innovation dans les activités de service: Une démarche à rationaliser,” Ed., d’Organisation, (2001), pp. 63-82.
 F. Jallat, “Innovation Dans les Services: Les Facteurs de Succès,” Décisions Marketing, Vol. 2, 1994, pp. 23-30.
 E. C. Martins and F. Terblanche, “Building Organisational Culture that Stimulates Creativity and Innovation,” European Journal of Innovation Management, Vol. 6, No. 1, 2003, pp. 64-74. doi:10.1108/14601060310456337
 W. Reinartz and V. Kumar, “The Mismanagement of Customer Loyalty,” Harvard Business Review, Vol. 72, No. 2, July 2002, pp. 164-174.
 “Le Marketing Relationnel,” HTR, December 2004.