The antecedents of customer loyalty: an exploratory study of event management in the tourism industry

Kwek, Choon Ling, Tang, Chun Meng, Keoy, Kay Hooi, and Wong, Kong Yew (2012) The antecedents of customer loyalty: an exploratory study of event management in the tourism industry. In: [Presented at the International Conference on Management, Economics and Finance], pp. 864-870. From: ICMEF 2012: International Conference on Management, Economics and Finance, 15-16 October 2012, Kuching, Malaysia.

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Abstract

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.

Item ID: 40795
Item Type: Conference Item (Presentation)
Keywords: customer satisfaction, customer loyalty, service quality, price, event management, tourism industry
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ISBN: 978-967-5705-09-0
Date Deposited: 20 Oct 2016 02:05
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150604 Tourism Marketing @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900399 Tourism not elsewhere classified @ 100%
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