TY - JOUR
T1 - The Importance of Social Bonding and Loyalty
T2 - An Empirical Investigation Within U.K. Private Health Clubs
AU - Campbell, Timothy T.
AU - Nicholson, John
AU - Kitchen, Philip
PY - 2006
Y1 - 2006
N2 - The association between relationship marketing and the desired outcome of creating true loyalty to the business remains under researched. The following addresses this lacuna by empirically studying this relationship in U.K. private health clubs. The findings indicate the prominence of social bonding in creating truly loyal members, which is in contrast to current relationship marketing activities employed within this market segment. In conclusion, it is argued that the findings may well be applicable to other leisure environments, whilst recognising the need for further research.
AB - The association between relationship marketing and the desired outcome of creating true loyalty to the business remains under researched. The following addresses this lacuna by empirically studying this relationship in U.K. private health clubs. The findings indicate the prominence of social bonding in creating truly loyal members, which is in contrast to current relationship marketing activities employed within this market segment. In conclusion, it is argued that the findings may well be applicable to other leisure environments, whilst recognising the need for further research.
KW - Relationship marketing
KW - Loyalty
KW - Relationship bonds
KW - Health clubs
KW - Leisure
UR - http://www.tandfonline.com/toc/whmm19/current
U2 - 10.1300/J150v14n01_04
DO - 10.1300/J150v14n01_04
M3 - Article
VL - 14
SP - 49
EP - 73
JO - Journal of Hospitality Marketing and Management
JF - Journal of Hospitality Marketing and Management
SN - 1936-8623
IS - 1
ER -