Q3: What effect does the RD member program have on the

brand and value perception of its local customers in Hong Kong

and its full paying hotel guests and diners?
How could the hotel address these issues?
 Local Customers
• Becoming a member allows them to
be seen at the fine dinning
restaurant's
• Feel as they are getting the great
value
• Not too thoughtful about the hotel
brand image
Issues
• Harming the brand
• Decreasing precepted value
• Possible loss of its recognition as the
luxury hotel
• Unsatisfied Customer
Full paying guests
• Perceive that the hotel in not
producing enough revenues
• Not as luxurious as made out to be
with the local presents
• Servers dealing with complaining
members look unprofessional
Addressing Issues:
• Simplified rules
• Limited validity or applicability for the RD
members