The Impact of Monetary Benefits in a Pandemic Situation—Navigating Changes in Customer Loyalty through Negative Switching Barriers in the Hotel Industry

The present study examines the impact of monetary benefits on hotel loyalty programs in a pandemic situation, and relationship between multidimensional aspects. Since 2020, international suppliers have focused investments promotions through that seen extraordinary results Korean market. Feedback from market raises questions as to whether these are caused by true or economic sensitivity recession. Thus, it is necessary investigate this phenomenon perspective. In research, negative switching barrier facets were given moderating role with factors consisting attitudinal loyalty, behavioral composite loyalty. A quantitative method was used, which consumers Korea surveyed via an online questionnaire. total, 494 responses analyzed. Notably, barriers found effect This result implies although customer economically sensitive during recession, situation can cause fatigue potentially produces obstacles long-term relationships customer. highlight involved competition need develop solid strategies.