Loyalty Research

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A loyalty has played an important factor because it can lead the profit by gaining a repeated purchase and saving the cost of the market by expanding the word-of-mouth. As Oppermann (2000) pointed out that loyalty study becomes more and more popular in the tourism field (Backman & Crompton, 1991; Howard & Prithard, 1997). By reason of loyalty has been described as the result of the process of decision making (Jacoby & Chestnut, 1978), the theory of loyalty should be explained by the decision making of the customers or alternative choices. It has been proposed that there are three aspects to measure the loyalty: attitudinal, behavioral and composite approach (Jacoby et al 1978). The behavioral approach has been measured by the…show more content…
These groups express the important differences which depends on the tourist intention to revisit or to recommend the destination to others. As noted by Yoon and Uysal (2005), the tourist destinations may be judged as the products and the tourists or visitors are able to revisit or recommend them to other possible tourists whom them they know have potential to visit such as family or friends. Moreover, Chen and Gursoy (2001), pointed out that the destination loyalty is like the tourist’ perception level to the destination as it’s a nice place. It should be recommended or proposed to their friends or family but the studies considering revisits as the key factor of loyalty to the destination are still insufficient because the tourists who do not revisit to the destination may honestly discover the different travel experiences with the new destinations, while keeping the loyalty to the previous trip. Recent research study focused on the satisfaction at the comprehensive level, researcher pay their attentions to the level of attribute of the satisfaction (Oliver, 1993). He proposed that the overall and attribute satisfaction and are noticeable but concerned constructs. The research related to the tourism satisfaction and its reactions has individually illustrated the tourists’ satisfaction leading to their satisfaction with over all destination (Vaske, Fedler, and Graefe, 1986; Mayer et al., 1998; Ross and Iso-Ahola, 1991; Hsu,

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