Abstract
The current stage of loyalty research reported in recreation studies is similar to early brand loyalty research in that it is plagued by an abundance of behavioral definitions which inhibited comparison and generalizability of the research findings. This paper discusses consumers’ loyalty to a selected recreation service as a two dimensional construct comprised of a psychological and a behavioral dimension. It was hypothesized that selected environmental factors, side bets, price sensitivity, perceived constraints, and perceived skill level would discriminate between consumers exhibiting differing degrees of loyalty. Results of the discriminant analysis support the hypothesis.
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Backman, S.J. (2015). An Empirical Investigation of the Utility of Selected Environmental Variables in Explaining Consumer Loyalty to Selected Recreation Services. In: Thomas, E., Rao, S. (eds) Proceedings of the 1988 International Conference of Services Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17317-7_9
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DOI: https://doi.org/10.1007/978-3-319-17317-7_9
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17316-0
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