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| Author: | Morais, D.B. Dorsch, M.J. Backman, S.J. |
| Title: | Building loyal relationships between customers and providers: a focus on resource investments |
| Journal: | Journal of Travel & Tourism Marketing
2005 : VOL. 18:1, p. 49-57 |
| Index terms: | Customer relations Relationship marketing Loyalty Tourist industry |
| Freeterms: | Resource investments |
| Language: | eng |
| Abstract: | This article presents a conceptual model for examining customer loyalty. The best approaches for measuring resource investments are discussed and the relation btw. resource investments and customer-provider relationships is determined. It is suggested that the providers should consider interactions with customers as an ongoing relationship where there are investments of various types of resources both by customers and providers. |
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