The Love Triangle: Loyal Relationships among Providers, Customers, and Their Friends

  title={The Love Triangle: Loyal Relationships among Providers, Customers, and Their Friends},
  author={Duarte B. Morais and Deborah Kerstetter and Careen Mackay Yarnal},
  journal={Journal of Travel Research},
  pages={379 - 386}
With the increasing maturity of many sectors of the tourism industry, providers have enhanced their efforts to develop loyal relationships with selected customers—a strategy that theoretically results in higher profits and a more stable competitive advantage. There is mounting evidence, however, that most loyalty programs are ineffective in generating psychological attachment to the provider. Therefore, the primary purpose of this article was to document the factors associated with the… Expand

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