The impact of travel product transaction types on customer relational benefits

Tsaur, Sheng Hshiung; Yen, Chang Hua

doi:10.1504/ijstm.2011.038662

Cited by 5 publications

(7 citation statements)

References 40 publications

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“…Tsaur and Yen (2011) further demonstrated that face-toface transaction offers higher levels of all three types of relational benefits than electronic and TV transactions, because interpersonal transaction belongs to the high-contact and customized-business category. Although many shopping websites have live travel agents or advisors to help browsers with their travel arrangements, social benefits are highly relevant in services in which customers and service providers interact extensively.…”

Section: Relational Benefits and Relationshipmarketing Outcomesmentioning

confidence: 94%

Customer Relational Benefits and Relationship-Marketing Outcomes: Comparing Three Transaction Types of Travel Product

Yen

Liu

Chen

et al. 2014

Asia Pacific Journal of Tourism Research

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Given the increasing popularity of the Internet and TV shopping, travel agencies are using these electronic channels to conduct business transactions. However, few studies investigate how customers' relational benefits affect relationship-marketing outcomes in the travel industry. This study examines the effects of the relational benefits on customer satisfaction and loyalty by focusing on three types of transaction used for travel products.The results indicate that confidence and social benefits, but not special treatment benefits, positively affect customer satisfaction. All three types of customers' relational benefits are positively related to loyalty. The influences of confidence benefits on satisfaction and loyalty are stronger for Internet transaction than interpersonal transaction and TV shopping transaction. The influences of social benefits on satisfaction and loyalty are stronger for TV shopping transaction than interpersonal transaction and Internet transaction. Therefore, the relationships among customer relational benefits, satisfaction, and loyalty are moderated by the three types of transaction.

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Section: Relational Benefits and Relationshipmarketing Outcomesmentioning

confidence: 94%

Customer Relational Benefits and Relationship-Marketing Outcomes: Comparing Three Transaction Types of Travel Product

Yen

Liu

Chen

et al. 2014

Asia Pacific Journal of Tourism Research

View full text Add to dashboard Cite

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“…(Hennig-Thurau et al, 2002). Social benefits refer to the emotional relationships that customers develop in the form of friendships and familiarity with employees (Tsaur and Yen, 2011). Social benefits are positively associated with the customer's satisfaction with the service provider (Gremler and Gwinner, 2000) and commitment to the relationship (Goodwin, 1996).…”

Section: 21mentioning

confidence: 99%

“…To meet the hotel customer's expectations and lessen the worry about unmet expectations from the hotel service, hotels IJCHM 34,11 provide reliable services and benefits that are associated with maintaining their core service levels, such as cleanliness of rooms and accommodation comfort; convenient check-in/out; reliable and user-friendly reservation system (Han et al, 2011). Special treatment benefits refer to the integration of personalised and economic benefits that lead customers to believe that they have a special relationship that provides unusual price discounts, faster service or additional customised services (Tsaur and Yen, 2011). Special treatment is perceived by customers not only as part of the service performance itself but also as part of the anticipated service satisfaction (Reynolds and Beatty, 1999).…”

Section: 21mentioning

confidence: 99%

“…Positive switching barrier Vázquez-Carrasco and Foxall, 2006;Tsaur and Yen, 2011;Gwinner et al, 1998;Hennig-Thurau et al, 2002…”

Section: Appendixmentioning

confidence: 99%

“…Confidence benefits relate to the perceptions of expectations of the service encounter, which provide comfort in the form of knowledge and reduce anxiety (Tsaur and Yen, 2011).…”

Section: Relational Benefits As a Positive Switching Barriermentioning

confidence: 99%

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Positive and negative switching barriers: promoting hotel customer citizenship behaviour through brand attachment

Lee

Kim

2022

IJCHM

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Purpose This study aims to develop and test a theoretical model postulating that a hotel customer’s brand attachment is reinforced by positive and negative switching barriers, which, in turn, determine customer citizenship behaviour (CCB) towards hotel brands. Design/methodology/approach Surveys were conducted and completed by 233 respondents in the USA who had favourite hotel brands and used these brands in the previous year. A framework was developed based on the literature, and eight hypotheses were tested using structural equation modelling. Findings The findings suggest that a customer’s brand attachment (brand-self connection and brand prominence) to a hotel is strengthened not only by relational benefits (positive switching barriers) but also by switching costs (negative switching barriers). Brand prominence can promote CCB, whereas the impact of brand-self connection on CCB is rather limited. Research limitations/implications This study highlights the importance of affirmative and passive reasons for customers to remain in a relationship with the hotel brand and how sub-dimensions of switching barriers are interrelated to predict a customer’s attitude and behaviour to the brand. By emphasising the role of customers’ hotel brand attachment, this study also ascertains that cognitive and affective bonds towards a hotel brand can be significant antecedents to their extra-role behaviours. Originality/value This research contributes to the hospitality literature by expanding the realm of consumer behaviour research on switching barriers, brand attachment and CCB.

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