polonsky-relationalbondsand-2007.pdf (94.48 kB)
Relational bonds and loyalty : the bonds that tie
conference contribution
posted on 2007-01-01, 00:00 authored by A Shammout, Michael PolonskyMichael Polonsky, M EdwardsonThis 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.
History
Event
Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago)Pagination
3359 - 3365Publisher
University of Otago, School of Business, Dept. of MarketingLocation
University of Otago, Dunedin, New ZealandPlace of publication
Dunedin, New ZealandStart date
2007-12-03End date
2007-12-05Language
engPublication classification
E1.1 Full written paper - refereed; E Conference publicationCopyright notice
Reproduced with the specific permission of the copyright owner.Editor/Contributor(s)
M Thyne, K Deans, J GnothTitle of proceedings
ANZMAC 2007 : 3Rs, reputation responsibility relevanceUsage metrics
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