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Journal of Travel & Tourism Marketing | 2010

RELATIONSHIP INTENTION AS A MEDIATOR BETWEEN RELATIONAL BENEFITS AND CUSTOMER LOYALTY IN THE TOUR OPERATOR INDUSTRY

Oliver Conze; Thomas Bieger; Christian Laesser; Thomas Riklin

Relationship and customer loyalty management have been an important field of research in marketing for decades. However, the focus for many years was mainly on the benefits of relationship marketing for companies. This article contributes to a deeper understanding of the benefits of relationship marketing for customers in the travel industry. It investigates the effects between relational benefits, relationship intention and intentional loyalty using the tour operator industry as an example. Relationship intention will be introduced as a variable influencing intentional loyalty. The role of relationship intention in the customer benefit‐intentional loyalty context will be analyzed by testing different path models. The measurement model is estimated, based on a confirmatory factor analysis using LISREL with a sample of 1,702 tour operator customers. The structural model as well as the estimate path coefficients were analyzed applying a partial least square approach (PLS) using SmartPLS. This article not only contributes to the further development of models explaining intentional loyalty, but also to the development of practical insights about the influence of different measures and tools on intentional loyalty from a customer benefit perspective. It can be concluded that the intention of a customer to invest in a relationship is dependent on the perceived level of relationship benefits. Further, the results show, that the buying behavior of customers is influenced by the perceived relational benefits. With the management of customer relations, a provider can influence the behavior of the customer to exploit the earning potential efficiently. Therefore, a provider has to be successful in creating new relational benefits for his customers through measures of customer relation management.


Archive | 2007

Innovationen aus technologischen Entwicklungen

Thomas Riklin; Torsten Tomczak; Marcus Schögel; Kathrin Sele; Anja Forster; Wolfgang Jenewein; Christian Forster; Corsin Sulser; Andreas Herrmann; Mark Heitmann; Karsten Sausen; Nicolas Pernet

Der Aspekt des Community Marketings hat in den letzten Jahren in Theorie und Praxis laufend an Bedeutung gewonnen. Einer der Grunde hierfur ist u.a. das fehlende Kundenvertrauen und die damit einhergehende geringe Kundenbindung, insbesondere im Business-to-Consumer-Bereich. Dies hat den Druck auf Unternehmen erhoht, sich starker an den Kunden zu orientieren. Das Marketing ist deshalb gezwungen, seinen traditionellen, dyadisch gepragten Ansatz einer Anbieter-Nachfrage-Beziehung im Rahmen des Konsumentenverhaltens um interagierende Nachfragenetzwerke zu erweitern. Dabei sind Unternehmen nicht mehr Teil eines Business-to-Consumer- (BtC-)Markts, sondern eines Business-to-(Consumer-to-Consumer-)Netzwerks (Algesheimer 2004). Solche CtC-Netzwerke oder Communities bieten sich heute als innovative Zugangsmoglichkeit zu Kunden an. Fur die Schaffung resp. die Gestaltung der daraus resultierenden kommunikationsbasierten Netzwerkeffekte eignen sich insbesondere virtuelle Communities (Hagel/Armstrong 1997).


Archive | 2006

Das Konzept des integrierten Standortmanagements - Eine Einführung

Thomas Bieger; Curdin Derungs; Thomas Riklin; Fabian Widmann


Archive | 2008

Perceived Customer Preferences in the Airline Industry: Differences between Business Models - The Case of Zurich Airport, Switzerland

Andreas Wittmer; Thomas Bieger; Isabelle Engeler; Thomas Riklin


Archive | 2007

Does size matter? On the productivity and profitability of cableway operation

Pietro Beritelli; Christian Laesser; Thomas Riklin


Archive | 2010

30 Jahre Beschneiung in der Schweiz - eine Bestandesaufnahme

Thomas Bieger; Thomas Riklin; Catherine Baudenbacher


Archive | 2010

Neue Preismodelle für Bergbahnen : Theoretische Grundlagen und empirische Erkenntnisse

Christian Laesser; Thomas Bieger; Isabelle Engeler; Thomas Riklin; Philipp Boksberger


Archive | 2009

30 Jahre Beschneiung in Europa : eine Bestandesaufnahme

Catherine Baudenbacher; Thomas Bieger; Thomas Riklin


Archive | 2009

Report Round Table ITS 2009: Insights and recommendations based on

Thomas Bieger; Thomas Riklin; Laurent Vanat


Archive | 2008

Hoher Standardpreis & kundenorientiertes Discountsystem: Pricing in Mount Buller : Fallstudie im Rahmen des KTI-Projekts Bergbahn-Pricing

Thomas Bieger; Christian Laesser; Thomas Riklin

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Thomas Bieger

University of St. Gallen

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Anja Forster

University of St. Gallen

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Karsten Sausen

University of St. Gallen

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Nicolas Pernet

University of St. Gallen

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