0000000000009544
AUTHOR
Eva María Caplliure-giner
The role of trust in cruise passenger behavioral intentions : The moderating effects of the cruise line brand
Purpose– The purpose of this paper is to develop and test a framework to investigate the relationship between perceived value, satisfaction, trust and behavioral intentions and the moderator effect of the cruise line on cruise passengers’ perceptions.Design/methodology/approach– A structural model was developed. In order to verify the hypotheses, a total of 729 cruise passengers were sampled. The study of the data used structural equation models by means of a multi-group analysis.Findings– The results of this study suggest significant paths to increase behavioral intentions: perceived service quality? satisfaction? trust?. In addition, it has been proved that the cruise line moderates the r…
Relationship marketing management: Its importance in private label extension
article Trust Commitment Experience Loyalty Relationship marketing aims to generate long-term profitable relationships between partners. In the context of the convenience goods market, the present study considers private labels in traditional categories as a tool to develop effective relationships. The main contribution of the study is the use of the relationship approach to explain private label loyalty and the success of store brand extension strategies. Drawing upon a sample of 434 individual and using EQS software, this study shows that customer experience, satisfaction, trust, and commit- ment to private labels play an important role in customer loyalty toward private labels in conveni…