Article2006

How Affective Commitment Boosts Guest Loyalty (and Promotes Frequent-guest Programs)

234 citations0/0 files storedCornell Hotel and Restaurant Administration Quarterly

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Customer Service Quality and Loyalty Diverse Aspects of Tourism Research Consumer Behavior in Brand Consumption and Identification

Abstract

Customer loyalty is the key to success in today’s commoditized hotel industry. To that end, many hotel companies offer frequent-guest programs. The reward programs are not enough to induce loyalty, however, in the absence of an emotional bond with the brand. Instead, affective commitment—that emotional bond—is needed to ensure repeat patronage. This study demonstrates the key role of an affective commitment in strengthening loyalty to the brand and in improving customers’ perceptions of their preferred brand’s frequent-guest program.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1987Developing Buyer-Seller Relationships 1994Customer Loyalty: Toward an Integrated Conceptual Framework 1999The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships 1992Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations 2001Commitment in the workplace: toward a general model 2000Service Quality, Profitability, and the Economic Worth of Customers: What We Know and What We Need to Learn 1992Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations

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