polonsky-exploringthelinks-2006.pdf (109.69 kB)
Exploring the links between relational bonds and customer loyalty : the case of loyal Arabic guests at five-star hotels
conference contribution
posted on 2006-01-01, 00:00 authored by A Shammout, S Zeidan, Michael PolonskyMichael PolonskyRelationship 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.
History
Event
Australian & New Zealand Marketing Academy Conference (2006 : Brisbane, Queensland)Pagination
1 - 9Publisher
Queensland University of Technology, School of Advertising, Marketing and Public RelationsLocation
Queensland University of Technology, Gardens Point Campus, BrisbanePlace of publication
Brisbane, Qld.Start date
2006-12-04End date
2006-12-06ISBN-13
9781741071597ISBN-10
1741071593Language
engPublication classification
E1.1 Full written paper - refereed; E Conference publicationCopyright notice
Reproduced with the specific permission of the copyright owner.Editor/Contributor(s)
C Patti, J Drennan, Y Ali, M van DesselTitle of proceedings
ANZMAC 2006 : Advancing theory, maintaining relevance, proceedingsUsage metrics
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