Attitudinal loyalty and trust in entrepreneurship: building new relationships

This paper studies the impact of attitudinal loyalty and trust in entrepreneurship, following a client-focused strategy. In this context, trust and commitment are the cornerstone of relationship marketing, and contributes positively to achieving attitudinal loyalty, which is suitable for the mainten...

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Bibliographic Details
Published in:International entrepreneurship and management journal 2013-12, Vol.9 (4), p.531-540
Main Authors: Prause, Gunnar, Mendez, Marcelo Mendez, Garcia-Agreda, Sergio
Format: Article
Language:English
Subjects:
Brand loyalty
Business and Management
Customer relationship management
Customer satisfaction
Customer services
Emerging Markets/Globalization
Entrepreneurs
Entrepreneurship
Loyalty
Management
Marketing
Studies
Travel agencies
Trust
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Summary:This paper studies the impact of attitudinal loyalty and trust in entrepreneurship, following a client-focused strategy. In this context, trust and commitment are the cornerstone of relationship marketing, and contributes positively to achieving attitudinal loyalty, which is suitable for the maintenance of relationships over time. This variable also acts as a facilitator or mediator on the influence satisfaction has on loyalty. We show that satisfaction has a positive impact on trust and attitudinal loyalty. Following structural equation modelling methodology we test all the relationships in a sample composed by travel agency customers.
ISSN:1554-7191
1555-1938
DOI:10.1007/s11365-011-0215-y