Recently, the loyalty program in the hotel industry is getting popular and the wide proliferation of the loyalty program heavily impacts on not only the customer`s decision making process but company`s marketing strategy and the direction for the future. The loyalty program is closely related to CRM(Customer Relations Management) to increase sales revenue by raising repeat purchasing intention and to build a closer relationship between the brand and the current customers. Usually loyalty programs are structured marketing efforts that reward, and which therefore encourage loyal buying behaviour, especially the one which is potentially beneficial to the company. Loyalty program can be seen as a tool to increase a single-brand loyalty, decrease price sensitivity, and dampen the desire to consider alternative brands, In addition, loyalty programs encourage word-of-mouth support which influences potential customers to become loyal to the company or the specific product/service. This study starts with reviewing the theoretical background of the loyalty programs, the quality of customer-brand relationship, the positive word-of-mouth and the repeat purchasing intention. In order to have analysis of the influences of loyalty program on the quality of customer-brand relationship, this study presents the each determinant factors of loyal program based on the literature reviews from previous studies.