Attitudinal loyalty and trust in entrepreneurship: building new relationships |
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Authors: | Gunnar Prause Marcelo Mendez Mendez Sergio Garcia-Agreda |
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Affiliation: | 1. Wismar Business School, Wismar University, Wismar, Germany 2. Department of Business Administration, Bolivian Private University, Cochabamba, Bolivia
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Abstract: | This paper studies the impact of attitudinal loyalty and trust in entrepreneurship, following a client-focused strategy. In this context, trust and commitment are the cornerstone of relationship marketing, and contributes positively to achieving attitudinal loyalty, which is suitable for the maintenance of relationships over time. This variable also acts as a facilitator or mediator on the influence satisfaction has on loyalty. We show that satisfaction has a positive impact on trust and attitudinal loyalty. Following structural equation modelling methodology we test all the relationships in a sample composed by travel agency customers. |
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