ENHANCING CUSTOMER LOYALTY AND RETENTION IN THE EVENT MANAGEMENT INDUSTRY: A CASE OF ONYRIA GROUP

The hospitality industry is a rapidly evolving sector that focuses on providing customers with exceptional services, ranging from accommodation and food to event management. In this highly competitive market, building strong customer loyalty and retention has become crucial for long-term business success. Event management, a key area within hospitality, relies on delivering personalised services and creating memorable customer experiences (CX) to ensure customer satisfaction and loyalty. This study examines the strategies employed by the Onyria Group to enhance customer loyalty and retention within the event management sector. The study explores how tailored services, continuous communication, and attention to customer preferences throughout the customer journey contribute to long-lasting client relationships. Furthermore, it assesses the impact of sustainability practices on customer satisfaction, aligning with key Sustainable Development Goals (SDGs). Through semi-structured interviews with event coordinators, the research provides insights into the operational approaches that foster customer loyalty, including the need to exceed expectations and create emotional connections. Theoretical and managerial implications highlight the need for implementing Customer Relationship Management (CRM) systems and loyalty programs to improve client retention in the competitive event management landscape.