Confidence, social and special treatment benefits as predictors of relationship strength in recreation settings

Abstract

This research uses the relational benefits framework to investigate the relative utility of confidence (i.e., trust, consistency of service), social (i.e., friendships, personal recognition), and special treatment (i.e., priority service, price breaks) benefits in predicting recreation participants’ self‐reported relationship strength with service providers in the public, not‐for‐profit, and private sectors. Fitness class participants (N=255) completed a questionnaire asking about the extent to which they received each type of benefit in their interactions with the organization. The three relational benefits were found to explain significant variance in relationship strength scores above and beyond behavioural variables such as length or frequency of participation. Only social and confidence benefits were significant predictors of relationship strength, with social benefits being approximately twice as important across the entire sample and the only type of benefit that was significant in all three sectors of service delivery. These findings have implications for future research on client loyalty in recreation settings and for fostering strong bonds with leisure program participants.