The antecedents of customer loyalty: an exploratory study of event management in the tourism industry
Conference Contribution ResearchOnline@JCUAbstract
With the current stiff competition in the event management business within the tourism industry, maintaining high customer loyalty base is one of the efforts to generate repeated sales. There are many customer loyalty programmes being implemented by the event organizers within the tourism industry; however, the effectiveness of the loyalty is in doubt. Therefore, this study would like to examine how the service quality, customer satisfaction and price influence the customer loyalty in the context of event management within the tourism industry. This study adopted a single-informant approach and administered 300 questionnaires to participants of an annual event for the tourism industry in Malaysia, which charged registration fees. The selection of samples was based on a convenient sampling technique. A total of 176 responses collected from the respondents who attended a local event were used in the data analysis. The study could be useful in providing information to the event organizers to develop a competitive customer loyalty programme with the aim to enhance the loyalty of the event participants.
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ICMEF 2012: International Conference on Management, Economics and Finance
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978-967-5705-09-0
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Pages Count
7
Location
Kuching, Malaysia
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Global Research Agency
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Publisher Location
Kuching, Malaysia
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