Relational bonds and loyalty : the bonds that tie
Contribuinte(s) |
Thyne, Maree Deans, Kenneth R. Gnoth, Juergen |
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Data(s) |
01/01/2007
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Resumo |
This paper explores the effect of financial, social and structural bonds on the loyalty of Arabic five star hotel guests. Three different measures of loyalty are used; attitudinal, behavioural and combined to identify how the three relational bonds affect loyalty. The results show that social and structural bonds increase all types of loyalty whereas financial bonds only increase attitudinal and combined loyalty. It is also found that bonds are perceived to be more important for high-loyal consumers as compared to low-loyal consumers. This all suggests that firms seeking to increase loyalty may need different strategies depending on the consumers being targeted.<br /> |
Identificador | |
Idioma(s) |
eng |
Publicador |
University of Otago, School of Business, Dept. of Marketing |
Relação |
http://dro.deakin.edu.au/eserv/DU:30016360/polonsky-relationalbondsand-2007.pdf http://conferences.anzmac.org/ANZMAC2007/papers/AShammout_1.pdf |
Direitos |
Reproduced with the specific permission of the copyright owner. |
Tipo |
Conference Paper |