Measuring Loyalty in Travel Services: A Multi-Dimensional Approach

Abstract

A multi-dimensional measure of loyalty, with a psychological commitment instrument (PCI) and purchase behavior, is used to segment three different travel services. The use of cluster analysis with this conceptualization created distinct loyalty segments in each of the three travel services sampled. Convergent and nomological comparisons of the service loyalty clusters and the related constructs of satisfaction, involvement and perceived differences in service quality substantiated the theoretical consistency and sensitivity of this measure and generated distinct attitudinal segments within the three different travel services.