If you have their minds, will their bodies follow? Factors effecting customer loyalty in a ski resort setting
- 1 January 2007
- journal article
- research article
- Published by SAGE Publications in Journal of Vacation Marketing
- Vol. 13 (1), 59-71
- https://doi.org/10.1177/1356766706071209
Abstract
In many business situations, the primary focus of marketing activities can be viewed as developing and maintaining repeat patronage or loyalty from the firm’s customer base. Due to many alternatives for consumers, vacation marketers are building loyalty by developing relationships with consumers. While organizations may conceptualize and even implement relationship marketing practices into their consumer loyalty strategies, it is necessary to examine the variables contributing to a more loyal consumer base. This paper explores the relationship between organizationally related factors and consumer attitudinal loyalty in the resort industry using data collected from a ski resort. All factors in the study have been linked to loyalty, but have not previously been examined in one study. Regression results indicate that trust, commitment, satisfaction, past behavior, and value predict 60 percent of the variance in attitudinal loyalty. Implications suggest resort marketers need to segment customers based on number of visits, creating strategies to manipulate factors that are most important to each segment.Keywords
This publication has 27 references indexed in Scilit:
- Consumer Trust, Value, and Loyalty in Relational ExchangesJournal of Marketing, 2002
- Understanding the Customer Base of Service Providers: An Examination of the Differences between Switchers and StayersJournal of Marketing, 2000
- The Different Roles of Satisfaction, Trust, and Commitment in Customer RelationshipsJournal of Marketing, 1999
- Whence Consumer Loyalty?Journal of Marketing, 1999
- The Commitment-Trust Theory of Relationship MarketingJournal of Marketing, 1994
- Customer Loyalty: Toward an Integrated Conceptual FrameworkJournal of the Academy of Marketing Science, 1994
- Frequent TravelersCornell Hospitality Quarterly, 1988
- Profiling the Heavy Traveler SegmentJournal of Travel Research, 1987
- Ste p Two in Benefit Segmentation: Learning the Benefits Realized by Major Travel MarketsJournal of Travel Research, 1985
- Insights into the repeat vacation phenomenonAnnals of Tourism Research, 1984