Impact of tacit knowledge on customer loyalty

Carla Alexandra Barbosa Pereira, Helena Maria Batista Alves and João José Matos Ferreira

The Service Industries Journal, 2016, vol. 36, issue 15-16, 827-845

Abstract: Tacit knowledge about customers held by contact personnel is a priority for better satisfying customer needs and creating added value. This research project seeks to develop a model to analyse the impact of tacit knowledge on loyalty for rural tourism lodgings. A questionnaire was applied to the clients of rural tourism lodgings who had either already consumed rural tourism services at least once or were then currently consuming such services. By applying structural equation models, the results demonstrate how tacit knowledge does improve the performance of employees in engaging in affective bonds and enables better understanding of the needs and expectations of customers. Furthermore, the results confirm how tacit knowledge about customers represents a resource able to promote customer loyalty and thus a very strong potential source of competitive advantage.

Date: 2016
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DOI: 10.1080/02642069.2016.1272596

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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