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| Author: | Miller, A. R. Grazer, W. F. |
| Title: | Complaint behavior as a factor in cruise line losses: an analysis of brand loyalty |
| Journal: | Journal of Travel & Tourism Marketing
2003 : VOL. 15:1, p. 77-91 |
| Index terms: | Travel Tourist industry Brand loyalty |
| Language: | eng |
| Abstract: | The authors examine the complaint behaviour and financial loss to cruise line that result from brand switching by their most loyal customers. These effects are based on the fact that passengers can be classified by their type of brand loyalty. The paper based upon the previously published works of Jones and Sasser (1995) and validated by Cartwright and Bair (1999). Classification of brand loyalty will be discussed to the development of the five types of cruise passengers. This paper shows that inappropriate responses to complaint behaviour can result in the loss of over $ 1,775,000 to the cruise line. |
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