Frequent-guest rates offered by hotel chains are an attempt to

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Frequent-guest rates offered by hotel chains are intended to increase customers' switching costs by providing them with a discount incentive to remain loyal to the brand, rather than switching to a competitor. This helps to build customer loyalty and repeat business. It is not intended to decrease competitors' access to distribution channels, develop a cost advantage independent of scale, or overcome the perishability of the hotel "product."

Frequent-Guest Rates Offered by Hotel Chains Are an Attempt to