Exploring the links between relational bonds and customer loyalty : the case of loyal Arabic guests at five-star hotels
Shammout, Ahmad B., Zeidan, Susan and Polonsky, Michael 2006, Exploring the links between relational bonds and customer loyalty : the case of loyal Arabic guests at five-star hotels, in ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings, Queensland University of Technology, School of Advertising, Marketing and Public Relations, Brisbane, Qld., pp. 1-9.
Patti, Charles H. Drennan, Judy Ali, Yunus van Dessel, Maria
Australian and New Zealand Marketing Academy Conference
Queensland University of Technology, School of Advertising, Marketing and Public Relations
Place of publication
Relationship marketing aims to build and maintain relationships between customers and organizations. While building strong bonds is a key objective of relationship marketing, limited empirical attention has been paid to the role of relational bonds on enhancing loyalty. This study explores the impact of financial, social and structural bonds on consumer loyalty, using a sample of loyal Arabic hotel guests. The results of this study suggest that structural bonds increase loyalty, although financial and social bonds were not found to have a significant impact on loyalty.
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