Determinantes de la lealtad de empresas turísticas según la heterogeneidad de los segmentos

Abstract

This paper focuses on loyalty process in the business-to-business context from a segmentation approach. Our aim is, first, to evaluate the sequence "value-satisfactioncommitment-loyalty" in order to study direct and indirect effects of loyalty determinants and, second, to identify differences in these relationships according to the market heterogeneity. A sample of travel agencies assessing their main service providers has been used. Results confirm this sequence of relationships but with significant differences depending on loyalty level. Satisfaction and commitment have a mediating role in loyalty process in the segment with the most loyal agencies to the main provider. In contrast, only value influences satisfaction and commitment in the segment of less loyal agencies. Important implications for business management and future research are also presented.