The utility of selected personal and marketing characteristics in explaining consumer loyalty to selected recreation services /
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| Other Authors: | , , |
| Format: | Thesis Book |
| Language: | English |
| Published: |
1988.
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| Subjects: | |
| Online Access: | ProQuest, Abstract Link to OAKTrust copy |
| Abstract: | Buchanan (1985) postulated that consumers' level of attachment to recreation services may influences some individuals to consistently participate and others to discontinue participation in recreation services. The notion of loyalty is vised in the marketing field to describe consistent behavior influenced by consumers1 level of attachment to the product. This dissertation defines loyalty to recreation services, (propensity to behave consistently), as a two-dimensional concept, comprised of both psychological and behavioral components. Continuers are categorized into four loyalty categories: high, spurious, latent and low. High loyalty refers to consumers who have a strong psychological and behavioral loyalty to a service or source; spurious loyalty refers to those consumers who exhibit high behavioral loyalty, but their psychological loyalty to a service or source is low; latent Ioyalty describes consumers whose behavioral loyalty is low but who exhibit high psychological Ioyalty; and low Ioyalty refers to those consumers whose psychological and behavioral Ioyalty is low. Discontinuace refers to non-use of recreation services by consumers who in the past, participated in the service. Active discontinuers describes those consumers who transmitted negative information prior to their discontinuance, whereas passive discontinuers refers to those consumers who did not transmit negative information prior to their discontinuance. Continuers and discontinuers responded to a self administered survey set of questions assessing personal characteristics (locus of control, level of involvement, values, motivation, innovativeness) and marketing characteristics (side-bets, price sensitivity, price awareness, and perceived constraints). Results of discriminant analysis shows that across golf and tennis, three personal characteristics (level of involvement, extrinsic rewards and personal competence) and two marketing characteristics (side-bets and perceived skill level) did discriminate the best between continuers type of service loyalty... |
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| Item Description: | Typescript (photocopy). Vita. "Major subject: Recreation and Resources Development." |
| Physical Description: | xiv, 309 leaves : illustrations ; 29 cm |
| Bibliography: | Includes bibliographical references (leaves 272-286). |