Skip to main content
Log in

Attitudinal loyalty and trust in entrepreneurship: building new relationships

  • Published:
International Entrepreneurship and Management Journal Aims and scope Submit manuscript

Abstract

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.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Fig. 1

Similar content being viewed by others

References

  • Andaleeb, S. S. (1996). An experimental investigation of satisfaction and commitment in marketing channels: the role of trust and dependence. Journal of Retailing, 72(1), 77–93.

    Article  Google Scholar 

  • Anderson, J. C., Rungtusanatham, M., & Schroeder, R. G. (1994). A theory of quality management underlying the deming management method. Academy of Management Review, 19(3), 472–509.

    Google Scholar 

  • Anderson, E., & Weitz, B. (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of Marketing Research, 29, 18–34.

    Article  Google Scholar 

  • Bejou, D., & Palmer, A. J. (1998). Service failure and loyalty: an exploratory empirical study of airline customers. Journal of Services Marketing, 12(1), 7–22.

    Article  Google Scholar 

  • Bigley, G., & Pearce, J. L. (1998). Straining for shared meaning in organization science: problems of trust and distrust. Academy of Management Review, 23(3), 405–421.

    Google Scholar 

  • Bitner, M. J. (1990). Evaluating services encounters: the effects of physical surroundings and employee responses. Journal of Marketing, 54, 69–82.

    Article  Google Scholar 

  • Camen, C., Gottfridsson, P., & Rundh, B. (2011). To trust or not to trust?: Formal contracts and the building of long-term relationships. Management Decision, 49(3), 365–383.

    Article  Google Scholar 

  • Caruana, A. (2002). The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7), 1–14.

    Google Scholar 

  • Caruana, A., Money, A. H., & Berthon, P. R. (2000). Service quality and satisfaction-the moderating role of value. European Journal of Marketing, 34(11/12), 1338–1352.

    Article  Google Scholar 

  • Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31, 29–35.

    Article  Google Scholar 

  • Cronin, J. J., Brady, M. K., & Hult, G. T. (2000). Florida State University assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218.

    Article  Google Scholar 

  • Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: an interpersonal influence perspective. Journal of Marketing, 54, 68–81.

    Article  Google Scholar 

  • Dick, A., & Basú, K. (1994). Customer loyalty: towards an integrated conceptual framework. Journal of the Academy of Marketing Science, 22, 99–113.

    Article  Google Scholar 

  • Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61, 35–51.

    Article  Google Scholar 

  • Duffy, D. L. (1998). Customer loyalty strategies. Journal of Consumer Marketing, 15(5), 435–448.

    Article  Google Scholar 

  • Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51, 11–27.

    Article  Google Scholar 

  • Fornell, C. (1992). A national customer satisfaction barometer. The Swedish experience. Journal of Marketing, 56, 6–21.

    Article  Google Scholar 

  • Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: nature, purpose and findings. Journal of Marketing, 60, 7–18.

    Article  Google Scholar 

  • Ganesh, J., Arnold, M., & Kristy, E. (2000). Understanding the customer base of service providers: an examination of the differences between switchers and stayers. Journal of Marketing, 64, 65–87.

    Article  Google Scholar 

  • Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction. Trust and commitment in customer relationships. Journal of Marketing, 63, 70–87.

    Article  Google Scholar 

  • Gilliland, D. I., & Bello, D. C. (2002). Two sides to attitudinal commitment. The effect of calculative and loyalty commitment on enforcement mechanisms in distribution channels. Journal of the Academy of Marketing Science, 30(1), 24–43.

    Article  Google Scholar 

  • Goktan, A. B., & Miles, G. (2011). Innovation speed and radicalness: are they inversely related? Management Decision, 49(4), 533–547.

    Article  Google Scholar 

  • Gwinner, K., Gremler, D., & Bitner, M. J. (1998). Relational benefits in services industries: the customer perspective. Journal of the Academy of Marketing Science, 26(2), 101–114.

    Article  Google Scholar 

  • Hotho, S., & Champion, K. (2011). Small businesses in the new creative industries: innovation as a people management challenge. Management Decision, 49(1), 29–54.

    Article  Google Scholar 

  • Huarng, K. H., & Yu, T. H. K. (2011). Entrepreneurship, process innovation and value creation by a non-profit SME. Management Decision, 49(2), 284–296.

    Article  Google Scholar 

  • Hult, G. T. M., Ferrell, O. C., Hurley, R. F., & Giunipero, L. C. (2000). Leadership and relational commitment. Industrial Marketing Management, 29, 111–119.

    Article  Google Scholar 

  • Hunt, H. K. (1977). CS/D overview and future research directions. In Hunt En (Ed.), Conceptualization and measurement of consumer satisfaction and dissatisfaction (pp. 455–488). Cambridge: Marketing Science Institute.

    Google Scholar 

  • Hyun, S. S. (2010). Predictors of relationship quality and loyalty in the chain restaurant industry. Cornell Hospitality Quarterly, 51, 251–267.

    Article  Google Scholar 

  • Kang, I., Jeon, S., Lee, S., & Lee, C.-K. (2005). Investigating structural relations affecting the effectiveness of service management. Tourism Management, 26(3), 301–310.

    Article  Google Scholar 

  • Kim, K., & Frazier, G. L. (1997). On distributor commitment in industrial channels of distribution: a multicomponent approach. Psychology and Marketing, 14(8), 847–877.

    Article  Google Scholar 

  • Kumar, N., Scheer, L., & Steenkamp, J. (1995). The effects of perceived interdependence on dealer attitudes. Journal of Marketing Research, 32, 348–356.

    Article  Google Scholar 

  • Laeequddin, M., & Sardana, G. D. (2010). What breaks trust in customer supplier relationship? Management Decision, 48(3), 353–365.

    Article  Google Scholar 

  • Lee, M., & Cunningham, L. F. (2001). A cost/benefit approach to understand service loyalty. Journal of Services Marketing, 15(2), 113–130.

    Article  Google Scholar 

  • Mattila, A. S. (2001). The effectiveness of service recovery in ac multi-industry setting. Journal of Services Marketing, 15(7), 583–596.

    Article  Google Scholar 

  • Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709–734.

    Google Scholar 

  • Mittins, M., Abratt, R., & Christie, P. (2011). Storytelling in reputation management: the case of Nashua Mobile South Africa. Management Decision, 49(3), 405–421.

    Article  Google Scholar 

  • Mohr, J. J., Fisher, R. J., & Nevin, J. R. (1996). Collaborative communication in interfirm relationships: moderating effects in integration and control. Journal of Marketing, 60, 103–115.

    Article  Google Scholar 

  • Moorman, C., Deshpandé, R., & Zaltman, G. (1993). Factors affecting trust in market research relationship. Journal of Marketing, 57, 81–101.

    Article  Google Scholar 

  • Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: the dynamic of trust within and between organizations. Journal of Marketing Research, 29, 314–328.

    Article  Google Scholar 

  • Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20–38.

    Article  Google Scholar 

  • Nandakumar, M. K., Ghobadian, A., & O’Regan, N. (2010). Business-level strategy and performance: the moderating effects of environment and structure. Management Decision, 48(6), 907–939.

    Article  Google Scholar 

  • Oh, H., & Parks, S. C. (1997). Customer satisfaction and service quality: a critical review of the literature and research implications for the hospitality industry. Hospitality Research Journal, 20, 35–64.

    Google Scholar 

  • Oliver, R. L. (1999). Value as excellence in the consumption experience. In M. B. Holbrook (Ed.), Consumer value. Routledge: A Framework for Analysis and Research.

    Google Scholar 

  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 41–50.

    Article  Google Scholar 

  • Park, B. (2011). Differences in knowledge acquisition mechanisms between IJVs with Western vs Japanese parents: focus on factors comprising absorptive capacity. Management Decision, 49(3), 422–443.

    Article  Google Scholar 

  • Patterson, P. G., & Smith, T. (2001). Relationship benefits in service industries: a replication in a Southeast Asian context. Journal of Services Marketing, 15(6), 425–443.

    Article  Google Scholar 

  • Price, L., & Arnould, E. J. (1999). Commercial friendships: service provider-client relationships in context. Journal of Marketing, 63, 38–56.

    Article  Google Scholar 

  • Rausch, E., & Anderso, Ch. (2011). Enhancing decisions with criteria for quality. Management Decision, 49(5), 722–733.

    Article  Google Scholar 

  • Ruyter, K., Wetzels, M., & Bloemer, J. (1998). On the relationship between perceived service quality, service loyalty and switching costs. International Journal of Service Industry Management, 9(5), 436–453.

    Article  Google Scholar 

  • Salavou, H. (2010). Strategy types of service firms: evidence from Greece. Management Decision, 48(7), 1033–1047.

    Article  Google Scholar 

  • Sambasivan, M., Siew-Phaik, L., Mohamed, Z. A., & Leong, Y. C. (2011). Impact of interdependence between supply chain partners on strategic alliance outcomes: role of relational capital as a mediating construct. Management Decision, 49(4), 548–569.

    Article  Google Scholar 

  • Schiavone, F. (2011). Strategic reactions to technology competition: a decision-making model. Management Decision, 49(5), 801–809.

    Article  Google Scholar 

  • Selnes, F. (1998). Antecedents and consequences of trust and satisfaction in buyer-seller relationships. European Journal of Marketing, 32(3–4), 305–322.

    Article  Google Scholar 

  • Sharma, N., & Patterson, P. G. (2000). Switching costs, alternative attractiveness and experience ad moderators of relationship commitment in professional, consumer services. International Journal of Service Industry Management, 11(5), 470–490.

    Article  Google Scholar 

  • Sitlington, H., & Marshall, V. (2011). Do downsizing decisions affect organisational knowledge and performance? Management Decision, 49(1), 116–129.

    Article  Google Scholar 

  • Sivadas, E., & Baker-Prewitt, J. L. (2000). An examination of the relationship between service quality, customer satisfaction and store loyalty. International Journal of Retail and Distribution Management, 28(2), 73–82.

    Article  Google Scholar 

  • Söderlund, M. (1998). Customer satisfaction and its consequences on customer behavior revisited. International Journal of Service Industry Management, 9(2), 169–188.

    Article  Google Scholar 

  • Sweeney, J. C., & Soutar, G. (2001). Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77, 203–220.

    Article  Google Scholar 

  • Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences. Implications for relationship marketing. Journal of Marketing, 62, 60–76.

    Article  Google Scholar 

  • Teas, R. K., & Agarwal, S. (2000). The effects of extrinsic product cues on consumers perceptions of quality, sacrifice, and value. Journal of the Academy of Marketing Science, 28, 278–290.

    Article  Google Scholar 

  • Tjemkes, B., & Furrer, O. (2010). The antecedents of response strategies in strategic alliances. Management Decision, 48(7), 1103–1133.

    Article  Google Scholar 

  • Tocquer, G., & Langlois, M. (1992). Marketing des services. Le défi Relationnel. Gätean morin éditeur, Paris.

  • Vandermerwe, S. (1996). Becoming a customer owning corporation. Long Range Planning, 29(6), 770–782.

    Article  Google Scholar 

  • Walter, A., Ritter, T., & Gemünden, H. G. (2001). Value creation in buyer-seller relationships: theoretical considerations and empirical results from a supplier’s perspective. Industrial Marketing Management, 30, 365–377.

    Article  Google Scholar 

  • Wetzels, M., de Ruyter, K., & Van Birgelen, M. (1998). Marketing service relationships: the role of commitment. The Journal of Business and Industrial Marketing, 13(4/5), 406–423.

    Article  Google Scholar 

  • Yoon, S. J., & Kim, J. H. (2000). An empirical validation of a loyalty model based on expectation disconfirmation. Journal of Consumer Marketing, 19(2), 120–136.

    Article  Google Scholar 

  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52, 2–22.

    Article  Google Scholar 

  • Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioural consequences of service quality. Journal of Marketing, 60, 31–46.

    Article  Google Scholar 

  • Zhang, J., & Duan, Y. (2010). The impact of different types of market orientation on product innovation performance: evidence from Chinese manufacturers. Management Decision, 48(6), 849–867.

    Article  Google Scholar 

  • Zins, A. H. (2001). Relative attitudes and commitment in customer loyalty models. International Journal of Service Industries Management, 12(3), 269–294.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Gunnar Prause.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Prause, G., Mendez, M.M. & Garcia-Agreda, S. Attitudinal loyalty and trust in entrepreneurship: building new relationships. Int Entrep Manag J 9, 531–540 (2013). https://doi.org/10.1007/s11365-011-0215-y

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11365-011-0215-y

Keywords

Navigation