The Influence of Relational Bonds and Innovative Marketing on Consumer Perception ¨C A Study of Theme Parks

Shwu-Ing Wu and Ting-Ru Lin

Journal of Management and Strategy, 2014, vol. 5, issue 4, 54-67

Abstract: Increased prosperity has made quality of life and entertainment greater priorities, creating fierce competition among recreation industries. Apart from pursuing innovation, businesses must establish strong relational bonds with their customers to maintain their competitive edge. Using theme parks as a case study, we researched and modelled the relationships among relational bonds, innovative marketing, perceived value, satisfaction, trust and loyalty. A consumer survey returned 803 valid questionnaires and revealed the following: (1) Relational bonds with customers have a significantly positive effect on their perceived value and satisfaction. (2) Innovative marketing has a significantly positive influence on customer perceived value. Consumers were categorized by their visit frequency (high, moderate, or low) and compared by group. Results showed the most significant difference between moderately frequent and infrequent visitors in relation to the influence of trust on loyalty. The results can serve as reference for companies in implementing customer relations and innovative marketing strategies.

Keywords: customer relational bonds; innovative marketing; theme parks; consumer behaviour (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.sciedu.ca/journal/index.php/jms/article/view/5754/3407 (application/pdf)
http://www.sciedu.ca/journal/index.php/jms/article/view/5754 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:jfr:jms111:v:5:y:2014:i:4:p:54-67

Access Statistics for this article

Journal of Management and Strategy is currently edited by Jenny Zhang

More articles in Journal of Management and Strategy from Journal of Management and Strategy, Sciedu Press
Bibliographic data for series maintained by Jenny Zhang ().