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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. Attached Files Name Description MIMEType Size Downloads polonsky-relationalbondsand-2007.pdf Published version application/pdf 94.48KB 341 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 Document type: Conference Paper Collections: School of Management and Marketing Higher Education Research Group Open Access Collection Related Links Link Description Connect to published version Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. 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. Versions Version Filter Type Fri, 15 May 2009, 08:58:14 EST Fri, 15 May 2009, 09:02:12 EST Fri, 15 May 2009, 09:08:24 EST Thu, 11 Jun 2009, 14:39:02 EST Fri, 24 Jul 2009, 14:48:40 EST Tue, 28 Jul 2009, 09:10:42 EST Tue, 06 Oct 2009, 14:41:22 EST Tue, 06 Oct 2009, 14:58:17 EST Fri, 06 Nov 2009, 12:46:00 EST Fri, 16 Mar 2012, 16:48:33 EST Thu, 26 Jun 2014, 14:43:10 EST Filtered Full Access Statistics: 600 Abstract Views, 341 File Downloads  -  Detailed Statistics Created: Fri, 15 May 2009, 08:58:12 EST by Leanne Swaneveld

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.