Revisiting the Commitment-Loyalty Distinction in a Cruising Context

Abstract

This paper attempts to revisit the commitment-loyalty relationship by conceptually and empirically examining the differences (and similarities) between the two constructs. A review of the extant literature suggests that the key issue regarding this relationship is whether we can equate commitment with the attitudinal dimension of loyalty. In a cruise travelers' study, the relationships of the two constructs were examined in terms of their loading pattern, correlation, discriminant validity, and their predictive power related to loyalty outcomes. Results revealed that attitudinal loyalty and commitment are essentially identical constructs. Some preliminary insights on how to unify the related terminology and definitions, and the implications to future research are provided.