Mobile hotel reservations and customer behavior: Channel familiarity and channel type

Abstract

The present study is centered on mobile hotel reservations in the investigation of the interrelationships between value, attitude, satisfaction, and reuse intention in consideration of the moderating roles of the channel familiarity and the channel type. Utilizing a quantitative approach, the research hypotheses were tested using structural equation modeling and multiple-group analyses. The casual relationships proposed among the study variables were found to all be significant, and the importance of the utilitarian value was substantiated. Moreover, the analysis results denoted that the channel familiarity is an important moderator that affects the strength of the relationships between (1) the attitude and the reuse intention and (2) satisfaction and the reuse intention, which suggests that a different approach should be arranged for novice and expert users. Also, channel type moderated the links between (1) hedonic value and satisfaction, (2) utilitarian value and satisfaction, (3) attitude and the reuse intention, and (4) satisfaction and the reuse intention, which separately provided more relevant implications for the hotel owned and the third-party owned channels.

The Role of Expected Benefits towards Smart Hotels in Shaping Customer Behavior: Comparison by Age and Gender

“…The studies constantly provide evidence that the perceived value toward new technologies aids customers to develop a favorable attitude [39]. Ashfaq [40] examined the perceived values of smart speakers of customers in the US, and their results supported that the functional, hedonic, and economic aspects of perceived value increase the consumers' attitude.…”

“…In the same manner, studies have observed that an individual's attitude is of great importance to form consumer behavior toward technology-based products and services. For example, the significant association between attitude and behavior has been validated with the adoption of information systems [45], mobile applications [39], and robots [46]. For example, Hwang et al [22] examined the relationship between individual attitudes towards innovative technological services and behavioral intentions, and they confirmed a significant link.…”

“…With the formation of customer behavior, the value-attitude-behavior approach has long been applied in the domain of technology-powered products/services [39,41].…”

Revisiting customer loyalty toward mobile e-commerce in the hospitality industry: does brand viscosity matter?

“…The tremendous development of wireless communication technology has significantly transformed the global business environment, especially for mobile e-commerce (Lin and Wang, 2006; Nel and Boshoff, 2020). In the hotel industry, the mobile distribution channel accounts for more than one-third of the total hotel bookings, becoming a prevailing e-commerce channel (Hua et al , 2019; Kim et al , 2020). Increasingly hospitality operators have supplemented their online distribution channels with mobile application (app) channels (Wu and Law, 2019).…”

“…Mobile apps demonstrate significantly different characteristics from computer websites as follows: compared to time on a website (14%), people spend considerably more time on a mobile app (84%; Kumar et al , 2018). Users install various apps on their mobile devices, which implies relationships with brands or channels (Kim et al , 2020). Apps are usually less content-rich and more personalized than websites (Taylor and Levin, 2014).…”