This study extends previous research on tourists＇ loyalty by measuring the duel dimensions of loyalty toward a destination resort - attitudinal and behavioral. A satisfaction-loyalty model was tested using an online ...This study extends previous research on tourists＇ loyalty by measuring the duel dimensions of loyalty toward a destination resort - attitudinal and behavioral. A satisfaction-loyalty model was tested using an online survey and the resort＇s reservation database. Customers＇ satisfaction with the value for their money and their overall satisfaction ratings were found to be significant predictors of attitudinal loyalty. Customers＇ satisfaction with room cleanliness and comfort was found to be a significant predictor of behavioral loyalty. Members of the hotel＇s loyalty program were found to have stronger ties between attitudinal loyalty and behavioral loyalty. Implications for management and future research are presented.展开更多
The central construct of customer lock-in （CL） is measured and its role along with that of consumer loyalty in influencing the brand-customer relationship is tested. Using data collected from focus groups, a measure...The central construct of customer lock-in （CL） is measured and its role along with that of consumer loyalty in influencing the brand-customer relationship is tested. Using data collected from focus groups, a measurement model for CL is developed, and a structural equation model consisted based on literature review and our own theory is established. Moreover, the moderating effects of CL on the relationship between perceived value （PV） and brand relationship quality （BRQ） , as well as that between BRQ and brand loyalty （BL） based on data collected through a survey have been tested. Results indicate that consumer satisfaction is a critical factor in establishing brand-customer relationship, and the attitudinal brand loyalty is the key to obtain brand behavioral loyalty. Furthermore, CL tactics, such as decreasing consumers＇ learning cost and transactional cost facilitate the relationship building between customer and brand, while involuntary lock-in may have an adverse effect in the relationship building process. In addition, involuntary lock-in and loyalty program help in obtaining consumers＇ behavioral brand loyalty but not their attitudinal loyalty.展开更多
文摘This study extends previous research on tourists＇ loyalty by measuring the duel dimensions of loyalty toward a destination resort - attitudinal and behavioral. A satisfaction-loyalty model was tested using an online survey and the resort＇s reservation database. Customers＇ satisfaction with the value for their money and their overall satisfaction ratings were found to be significant predictors of attitudinal loyalty. Customers＇ satisfaction with room cleanliness and comfort was found to be a significant predictor of behavioral loyalty. Members of the hotel＇s loyalty program were found to have stronger ties between attitudinal loyalty and behavioral loyalty. Implications for management and future research are presented.
基金Sponsored by the National Natural Science Foundation of China (70772089)Program for New Century Excellent Talents in University (2006)
文摘The central construct of customer lock-in （CL） is measured and its role along with that of consumer loyalty in influencing the brand-customer relationship is tested. Using data collected from focus groups, a measurement model for CL is developed, and a structural equation model consisted based on literature review and our own theory is established. Moreover, the moderating effects of CL on the relationship between perceived value （PV） and brand relationship quality （BRQ） , as well as that between BRQ and brand loyalty （BL） based on data collected through a survey have been tested. Results indicate that consumer satisfaction is a critical factor in establishing brand-customer relationship, and the attitudinal brand loyalty is the key to obtain brand behavioral loyalty. Furthermore, CL tactics, such as decreasing consumers＇ learning cost and transactional cost facilitate the relationship building between customer and brand, while involuntary lock-in may have an adverse effect in the relationship building process. In addition, involuntary lock-in and loyalty program help in obtaining consumers＇ behavioral brand loyalty but not their attitudinal loyalty.
