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Relational bonds and loyalty : the bonds that tie

Shammout, Ahmad B., Polonsky, Michael and Edwardson, Michael 2007, Relational bonds and loyalty : the bonds that tie, in ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, School of Business, Dept. of Marketing, Dunedin, New Zealand, pp. 3359-3365.

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Title Relational bonds and loyalty : the bonds that tie
Author(s) Shammout, Ahmad B.
Polonsky, Michael
Edwardson, Michael
Conference name Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago)
Conference location University of Otago, Dunedin, New Zealand
Conference dates 3-5 Dec. 2007
Title of proceedings ANZMAC 2007 : 3Rs, reputation responsibility relevance
Editor(s) Thyne, Maree
Deans, Kenneth R.
Gnoth, Juergen
Publication date 2007
Conference series Australian and New Zealand Marketing Academy Conference
Start page 3359
End page 3365
Publisher University of Otago, School of Business, Dept. of Marketing
Place of publication Dunedin, New Zealand
Summary 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.
Language eng
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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:30016360

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.