Travel Reference
In-Depth Information
Table 28.1
(Continued)
Constructs
Factors to be considered
Suggestions to consider
Loyalty and
trust
Trust is seen as the single most
important element in customer
relationship building.
Loyalty and trust can be
developed and nurtured
through:
Branding
Customer loyalty schemes
Community sites
•
Is brand development based on recognition of
attributes of the customer base?
•
If a loyalty scheme is used, is it cost effective?
Is there evidence that it promotes customer
loyalty?
•
Have customer attributes been identified?
Is commitment to the customer signalled by
appropriate displays of reciprocal measures such
as information sharing and indications of status?
•
Is a community site a considered option for the
customer base? Does the organization have
the resources to build and maintain such a site?
Can a community be created via a social media
platform?
status or perceived friendship in maintaining relationships (Morais
et al
. 2003; Richard and
Zhang 2012) and are not included. In return for the organizational offerings, engaged customers
will commit to friendship, loyalty and reciprocal communication that will contribute to the
organization's knowledge of its target market. This in turn will support the on-going development
of strategies to maintain relationships with customers while maximising the organizational
benefi ts of SSTs.
Figure 28.1
Framework to support the management of customer relationships in
an SST environment (Stockdale 2007).
