Award Date

1-1-2001

Degree Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Department

Hotel Administration

First Committee Member

John T. Bowen

Number of Pages

173

Abstract

Many studies have verified that a service provider can benefit greatly from customer commitment and loyalty. However, there is a lack of consensus in the definition of commitment and loyalty constructs and ways of measuring them. As indicated by Pritchard, et al. (I999), there is a dearth of empirical consumer research examining the relationship between commitment and loyalty. Understanding the role that commitment plays in developing and explaining loyalty and the relationship between commitment and loyalty are critical in facilitating the evolution of loyalty; This study empirically examined whether commitment is a key-mediating variable for loyalty. The relationships between commitment and loyalty constructs, and their antecedents and consequences were accessed; Simultaneous multiple regressions were applied to test all one-tailed hypotheses at the .05 alpha level (n = 290). Six hypothesized relationships proposed in this study were supported by the results of this study. The first three hypotheses were sustained, indicating that a direct and positive relationship existed between benefit and commitment, between trust and commitment, and between personal identification and commitment. Furthermore, the fourth hypothesis was endorsed, denoting commitment directly influenced resistance to change to competitors. Finally, the fifth and sixth hypotheses were substantiated, indicating that resistance to change to competitors directly led to repeat purchase and partnership-like activities; Conceptual and theoretical implications are discussed. General implications of the result from the research are presented. Limitations of this study are discussed. Finally, suggestions for future research were provided.

Keywords

Business Travelers; Commitment; Investigation; Key; Loyalty; Mediating; Relationship; Trust; Variable

Controlled Subject

Marketing

File Format

pdf

File Size

4126.72 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

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