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The case for process approaches in loyalty research in tourism
Author(s) -
Riley Michael,
Niininen Outi,
Szivas Edith E.,
Willis Tony
Publication year - 2001
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/1522-1970(200101/02)3:1<23::aid-jtr290>3.0.co;2-m
Subject(s) - loyalty , tourism , purchasing , marketing , context (archaeology) , process (computing) , consumer behaviour , conceptual framework , advertising , business , sociology , computer science , political science , social science , geography , archaeology , law , operating system
The article reviews the literature on loyalty in consumer behaviour with particular emphasis on the difficulties of interpreting repeat purchasing in terms of loyalty. Problems of conceptual definition and measurement are examined in the context of tourism. A case is made for seeing the concept of loyalty as a process rather than as a state. In this respect two approaches related to information processing are suggested as possible research approaches. Psychological cost‐benefit technique and methods associated with optimum stimulation level are discussed. Copyright © 2001 John Wiley & Sons, Ltd.