The role of ICT, eWOM and guest characteristics in loyalty
Journal of Hospitality and Tourism Technology
Article publication date: 30 May 2019
Issue publication date: 18 June 2019
This study aims to examine how technologies contribute to consumer loyalty in the tourist industry. To achieve this objective, information and communication technology (ICT) development and electronic word-of-mouth (eWOM) are analysed to explore their direct and indirect effects on satisfaction and loyalty dimensions. The moderating role of customer characteristics (personal and experience-related variables) is also considered to study the complex relationship between satisfaction and loyalty.
A quantitative study based on a questionnaire structured was developed. The survey was conducted with 386 guests from Spanish hotels. SEM methodology is applied to estimate the structural equation model and multi-group analysis.
Results confirm significant relationships in the sequence “ICT advancement-satisfaction with ICT-satisfaction with hotel-loyalty”, the mediating effect of eWOM and the moderating effects of the customer characteristics.
ICT can be a key element to improve loyalty and differentiate from competitors. Managers should recognise that customers will have different loyalty behaviours according to their personal characteristics and type of experience.
This paper contributes to the recent and still scanty research line on ICT advancement from the consumer perspective. The novelty lies in the relationships between ICT, satisfaction and loyalty in hotels with particular attention to WOM (both personal and electronic) and the inclusion of different moderating variables.
研究样本采集通过结构问卷的方式, 共搜集386位西班牙酒店顾客的问卷, 采用SEM方法做定量分析, 评估了结构方程模型和多组分析。
研究结果肯定了“ICT发展-顾客对ICT满意-顾客对酒店满意-顾客忠诚”这一系列逻辑关系。此外, 研究结果还肯定了eWOM的间接作用, 以及顾客特点的调节作用。
This research has received financial support from the Spanish Ministry of Economy and Competitiveness (Project reference: ECO2016-76553-R).
Moliner-Velázquez, B., Fuentes-Blasco, M. and Gil-Saura, I. (2019), "The role of ICT, eWOM and guest characteristics in loyalty", Journal of Hospitality and Tourism Technology, Vol. 10 No. 2, pp. 153-168. https://doi.org/10.1108/JHTT-11-2017-0120
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