• About
  • Policies
  • What is openaccess
  • Library
  • Contact
Advanced search
      View Item 
      •   BUIR Home
      • Scholarly Publications
      • Vocational Schools
      • Vocational School of Tourism and Hotel Services
      • Hospitality Services
      • View Item
      •   BUIR Home
      • Scholarly Publications
      • Vocational Schools
      • Vocational School of Tourism and Hotel Services
      • Hospitality Services
      • View Item
      JavaScript is disabled for your browser. Some features of this site may not work without it.

      The role of emotional commitment in relationship marketing: an empirical investigation of a loyalty model for casinos

      Thumbnail
      View / Download
      92.2 Kb
      Author
      Sui, J. J.
      Baloglu, S.
      Date
      2003
      Source Title
      Journal of Hospitality & Tourism Research
      Print ISSN
      1096-3480
      Publisher
      SAGE Publications Inc.
      Volume
      27
      Issue
      4
      Pages
      470 - 489
      Language
      English
      Type
      Article
      Item Usage Stats
      161
      views
      1,584
      downloads
      Abstract
      This study examines the antecedents and consequences of commitment to hotel casinos targeting local customers. To accomplish this goal, a model of loyalty was developed and tested to understand the behavioral outcomes (benefits) of building relationships with lo- cal customers and what elements contribute to these behavioral outcomes. The results of path analysis showed that emotional attachment is a key mediating variable between attitudinal antecedents (trust and switching costs) and behavioral variables (proportion of visit, word of mouth, cooperation, time spent in casinos, and other product usage). The most influential variables on behavioral outcomes of loyalty were found to be trust and emotional attachment. The study contributes to services and casino marketing by validating empirical linkages in gaming context and providing empirical support for conceptualized differential effects of trust and switching cost on emotional attachment and behavioral outcomes of loyalty in services marketing literature. Theoretical and practical implications and future research issues are discussed. © 2003 International Council on Hotel, Restaurant and Institutional Education.
      Keywords
      Behavioral loyalty
      Casinos
      Emotional commitment
      Path analysis
      Switching cost
      Trust
      Permalink
      http://hdl.handle.net/11693/24537
      Published Version (Please cite this version)
      https://doi.org/10.1177/10963480030274006
      Collections
      • Hospitality Services 5
      Show full item record

      Browse

      All of BUIRCommunities & CollectionsTitlesAuthorsAdvisorsBy Issue DateKeywordsTypeDepartmentsThis CollectionTitlesAuthorsAdvisorsBy Issue DateKeywordsTypeDepartments

      My Account

      Login

      Statistics

      View Usage StatisticsView Google Analytics Statistics

      Bilkent University

      If you have trouble accessing this page and need to request an alternate format, contact the site administrator. Phone: (312) 290 1771
      Copyright © Bilkent University - Library IT

      Contact Us | Send Feedback | Off-Campus Access | Admin | Privacy