Increasing customers' loyalty in a skiing resort : The contribution of place attachment and service quality

Purpose – The purpose of this paper is three‐fold: first, to propose a model for measuring service quality in a skiing resort; second, to investigate the contribution of place attachment on the prediction of customers' loyalty, and third, to examine the influence of service quality on the development of place attachment. Design/methodology/approach – A total of 264 ( n =264) recreational skiers participated in the study, and filled the two‐dimensional place attachment questionnaire and a service quality questionnaire, which was based on Brady and Cronin's three‐dimensional service quality model (physical environment quality, interaction quality, outcome quality). Findings – The results of the study indicate that skiers' loyalty was significantly predicted by both the place attachment dimensions (place identity and place dependence). Furthermore, place attachment was significantly predicted by the interaction and physical environment service quality dimensions. Research limitations/implications – The research was limited because it was based on one skiing resort. Testing it on many would give a more accurate result. Expansion of the theoretical model in other tourist destinations would also provide a more accurate result. Practical implications – Strategies to develop customer loyalty and for the development of place attachment are discussed. A model of measuring service quality in skiing resorts is presented. Originality/value – The paper proposes a model for measuring service quality in skiing resorts. It also introduces the construct of place attachment and its value for predicting customer loyalty.