Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
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loyalty leading to behavioral loyalty. Combined, the paper posits that satisfaction, quality of alternatives, and 
investments as three major determinants of customers’ attitudinal loyalty, which then leads to behavioral loyalty 
(Figure 1). Consequently, the three hypotheses tested were the following:
H 1
: A cruise passenger’s attitudinal loyalty to a cruise brand will be significantly and negatively 
influenced by the quality of alternative options. 
H 2
: A cruise passenger’s attitudinal loyalty to a cruise brand will be significantly and positively influenced 
by his/her satisfaction level. 
H 3
: A cruise passenger’s attitudinal loyalty to a cruise brand will be significantly and positively influenced 
by his/her investment size.