Abstract

This study examines the relationship between customer satisfaction and loyalty based on two dimensions of loyalty: attitudinal loyalty and behavioral loyalty. By measuring a traveler’s actual future behavior on a longitudinal perspective rather than just at a cross-sectional perspective, this research seeks to contribute to develop theoretical frameworks and quality measures of customer loyalty. The proposed model was tested in a hotel setting with structural equation analysis with the results showing that customer satisfaction is an important antecedent to attitudinal loyalty. Customer satisfaction and attitudinal loyalty were found to not be related to behavioral loyalty. Theoretical and practical implications of the study are discussed.

Share

COinS
 

Extending satisfaction and loyalty research with a longitudinal perspective

This study examines the relationship between customer satisfaction and loyalty based on two dimensions of loyalty: attitudinal loyalty and behavioral loyalty. By measuring a traveler’s actual future behavior on a longitudinal perspective rather than just at a cross-sectional perspective, this research seeks to contribute to develop theoretical frameworks and quality measures of customer loyalty. The proposed model was tested in a hotel setting with structural equation analysis with the results showing that customer satisfaction is an important antecedent to attitudinal loyalty. Customer satisfaction and attitudinal loyalty were found to not be related to behavioral loyalty. Theoretical and practical implications of the study are discussed.