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Viac informácií o knihe Business-To-Customer Relationship Marketing for Travel Industry

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Due to its interactive capability, e-commerce has§been considered a promising tool for relationship§marketing. However, as competition increases among§the online travel businesses, the pressure not just§to attract new customers, but to retain existing§ones, is intense. Relationship commitment is crucial§to a vendor s survival. §This book develops a theory-based model of§relationship commitment in an online travel domain.§Leaning on the foundations of marketing literature§and the three theories of relationship commitment§(the investment model, organizational commitment§theory, and commitment-trust theory), this study§develops a conceptual framework that explains how§customers develop commitment.§The results showed the pivotal role of affective§commitment as an antecedent to positive WOM§communications. Of the two forms of commitment,§affective commitment had a stronger positive impact§on word-of-mouth. Moreover, the results have shown§that satisfaction leads to higher affective§commitment, which in turn has a strong influence on§positive word-of-mouth communications. This study§also highlighted the importance of trust for§establishing long-term relationships with a travel§retailer.

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Zaradenie knihy Knihy po anglicky Economics, finance, business & management Business & management Sales & marketing

• Celý názov: Business-To-Customer Relationship Marketing for Travel Industry
• Podnázov: The Role of Commitment
• Autor: Khaldoon Nusair
• Jazyk: Angličtina
• Väzba: Brožovaná
• Počet strán: 116
• EAN: 9783639099409
• ISBN: 3639099400
• ID: 06818956
• Nakladateľ: VDM Verlag
• Hmotnosť: 163 g
• Rozmery: 229 × 152 × 6 mm
• Dátum vydania: 06. November 2008

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