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International Entrepreneurship and Management Journal
Published in: International Entrepreneurship and Management Journal 4/2013

01-12-2013

Attitudinal loyalty and trust in entrepreneurship: building new relationships

Authors: Gunnar Prause, Marcelo Mendez Mendez, Sergio Garcia-Agreda

Published in: International Entrepreneurship and Management Journal | Issue 4/2013

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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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Metadata
Title
Attitudinal loyalty and trust in entrepreneurship: building new relationships
Authors
Gunnar Prause
Marcelo Mendez Mendez
Sergio Garcia-Agreda
Publication date
01-12-2013
Publisher
Springer US
Published in
International Entrepreneurship and Management Journal / Issue 4/2013
Print ISSN: 1554-7191
Electronic ISSN: 1555-1938
DOI
https://doi.org/10.1007/s11365-011-0215-y

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