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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.

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Title Exploring the links between relational bonds and customer loyalty : the case of loyal Arabic guests at five-star hotels
Author(s) Shammout, Ahmad B.
Zeidan, Susan
Polonsky, Michael
Conference name Australian & New Zealand Marketing Academy Conference (2006 : Brisbane, Queensland)
Conference location Queensland University of Technology, Gardens Point Campus, Brisbane
Conference dates 4-6 December 2006
Title of proceedings ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings
Editor(s) Patti, Charles H.
Drennan, Judy
Ali, Yunus
van Dessel, Maria
Publication date 2006
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 9
Publisher Queensland University of Technology, School of Advertising, Marketing and Public Relations
Place of publication Brisbane, Qld.
Summary 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.
ISBN 1741071593
9781741071597
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1.1 Full written paper - refereed
ERA Research output type E Conference publication
Copyright notice ©Reproduced with the specific permission of the copyright owner.
Persistent URL http://hdl.handle.net/10536/DRO/DU:30016337

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Created: Thu, 14 May 2009, 12:45:46 EST by Leanne Swaneveld