Satisfaction as a Predictor for Loyalty Programs in Tanzania

Abstract

The model proposed in this study reflects how tourists evolve from expectation and motivation into satisfaction and loyalty. Specifically, it proposes that satisfaction depends on expectations and travel motivations, and these influence loyalty. Expectation and motivation effects towards satisfaction were tested under two conditions or models, when satisfaction not entering a model as a predictor of loyalty and when satisfaction enters a model as a predictor of loyalty. This study employed convenience sampling to attractions and accommodation facilities located in Kilimanjaro and Arusha region. The questionnaire was self-administered. The analysis included a sample of 504 responses. Overall, expectations and motivations had effects on satisfaction in both models. However, the strength of their effects varied for different types of expectations and motivations in which some indicated strong effects and others least and no effects at all. Finally, it was found that satisfaction had a strong effect on loyalty across model 2 that is with satisfaction as a predictor of loyalty. The findings offer specific strategic recommendations and propose logics for establishment of loyalty programs, which is a long-term strategy for tourism business success.