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The role of ICT, eWOM and guest characteristics in loyalty

Beatriz Moliner-Velázquez (Department of Marketing, University of Valencia, Valencia, Spain)
María Fuentes-Blasco (Department of Management and Marketing, Universidad Pablo de Olavide, Sevilla, Spain)
Irene Gil-Saura (Department of Marketing, University of Valencia, Valencia, Spain)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 30 May 2019

Issue publication date: 18 June 2019

1367

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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.

研究目的

本论文旨在评估科技在旅游产业顾客忠诚中的作用。为此, 本论文分析了ICT研发和eWOM对顾客满意和顾客忠诚的直接和间接影响。本论文还分析了顾客特点(个人方面和体验方面的多个变量)在顾客满意和顾客忠诚之间的复杂关系的调节作用。

研究方法

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

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。

研究实践意义

研究表明ICT可以作为提高顾客忠诚和区分竞争者的关键因素。经营者应该认识到不同的顾客特点和体验类别对顾客忠诚有着不同的作用。

研究原创性/价值

本论文对从消费者角度出发研究ICT发展的稀少文献有着显著贡献。其特别之处在于本论文整体研究了对ICT、顾客满意、酒店忠诚、WOM(线上与线下)、以及多个调节变量等一系列关系。

关键词

:信息和通讯技术(ICT)、口碑效应(WOM)、在线口碑效应(eWOM)、顾客满意、顾客忠诚、酒店业

Keywords

Acknowledgements

This research has received financial support from the Spanish Ministry of Economy and Competitiveness (Project reference: ECO2016-76553-R).

Citation

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

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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