Abstract

Relationship marketing aims to build and maintain relationships between customers and organizations. While keeping customers loyal is a key objective for service firms such as travel agencies, critical antecedents of customer loyalty still need to be understood. This study aims to empirically investigate the associations among relational bonds (including, financial, social and structural), customer emotions, trust, commitment and customer loyalty. The research is based on data collected from 319 Jordanian customers of Jordan travel agencies. The results of an integrated SEM suggest that financial, social and structural relational bonds contribute to customers’ emotions and that these emotions are important determinants of customer trust, which impact customer commitment. In return customer commitment predicts customer loyalty. Implications for research and practice are derived.

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