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| Author: | Conze, O. (et al.) |
| Title: | Relationship intention as a mediator between relational benefits and customer loyalty in the tour operator industry |
| Journal: | Journal of Travel & Tourism Marketing
2010 : JAN/FEB, VOL. 27:1, p. 51-62 |
| Index terms: | relationship marketing customer relationship management (CRM) loyalty tourist industry tourism travel models |
| Language: | eng |
| Abstract: | This study contributes to a deeper understanding of the benefits of relationship (hereafter as: r-ship) marketing for customers in the travel industry, exploring the effects btw. relational benefits, r-ship intention (here as: r-s-intn.) and intentional loyalty (as: int-lty.) using the tour operator industry as an example. R-s-intn. will be introduced as a variable influencing int-lty. The role of r-ship intention in the customer benefit-int-lty. context will be analyzed by testing different path models. Based on a confirmatory factor analysis using LISREL with a sample of over 1,700 tour operator customers, the measurement model is estimated. It can be concluded that the intention of a customer to invest in a r-ship is dependent on the perceived level of r-ship benefits. In addition, it is shown that the buying behaviour of customers is influenced by the perceived relational benefits. |
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