Unveiling the Customer Experience–Loyalty Nexus in Tourism During Crises

Rather, Raouf Ahmad; Jaziri, Dhouha

doi:10.1108/978-1-80117-632-320221026

Cited by 11 publications

(2 citation statements)

References 42 publications

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“…Especially during the pandemic, customer retention is crucial for businesses to maintain consumer trust and foster long-term relationships (Shamim et al, 2021). Another study by Rather and Jaziri (2022) found that customer engagement and customer cocreation positively affect tourism customer experience which consequently effects emotional attachment and customer loyalty during the COVID-19 crisis in the tourism industry. In this context, adopting the service-dominant logic can provide valuable insights, emphasizing the integration of resources and the cocreation of value among diverse customers engaged in travel-related activities.…”

Section: Cocreation and Customer Loyaltymentioning

confidence: 99%

Market mavenism, tourists’ co-creation experience, loyalty, vaxication intention: mediating role of travel incentives in the post-COVID-19 environment

Abbas,

Khwaja,

Abbasi

et al. 2023

CBTH

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Purpose The purpose of this study is to examine the relationships between market mavenism, tourists’ cocreation experience, loyalty and the mediating role of travel incentives in the post-COVID-19 tourism environment in the context of vaxication intentions in Turkey. Design/methodology/approach This study used covariance-based structural equation modeling to empirically test the proposed hypotheses. A total of 348 respondents participated in the survey. Findings The findings of this study support the assumption that market mavenism (MM) engage in cocreating and sharing travel experiences (CCTE). Furthermore, the study reveals that market mavens tend to demonstrate loyalty (LTY) toward service providers when engaging in cocreation with travel industry professionals. In addition, the study establishes the significant mediating effect of travel incentives (TI) between MM and vaxication intention (VI). Research limitations/implications The study uses the theory of planned behavior to examine tourists’ intentions for vaxication and the psychological factors influencing their decisions, while also using the macro–micro theory to explore industry-level factors like market mavens and customer engagement, leading to a comprehensive understanding of COVID-19 vaccination and tourism behavior. Further research is needed to address limitations such as country diversity, multiple locations and service providers, online behavior analysis, authenticity perception and identification of market mavens’ personality traits and travel preferences. Originality/value This study contributes to the scholarly literature in several ways. First, it explores the influence of market mavens on tourism experience cocreation and customer loyalty during the postpandemic era. Second, it empirically examines the mediating role of travel incentives, adding to the understanding of market mavens and vaccination intentions. Lastly, the study addresses the implications during and after the COVID-19 for managers and service providers in the tourism industry.

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Section: Cocreation and Customer Loyaltymentioning

confidence: 99%

Market mavenism, tourists’ co-creation experience, loyalty, vaxication intention: mediating role of travel incentives in the post-COVID-19 environment

Abbas,

Khwaja,

Abbasi

et al. 2023

CBTH

View full text Add to dashboard Cite

show abstract

“…Behavioral intention, reflects person's intent to engage into a behavior (Oliver, 1997), is a constantly utilized proxy for actual consumer/tourist behavior (Itani and Hollebeek, 2021; Rather and Camilleri, 2019; Rather, 2018a, b; Lam and Hsu, 2006). In marketing context, consumer-led behavioral intent mostly focuses on consumer's resolve to (re)-purchase a brand/product or disseminates brand-linked word-of-mouth (Abbasi et al , 2022; Khan et al , 2021; Rather and Jaziri, 2022; Huang and Hsu, 2009). Prior literature has highlighted the role of consumer engagement as a key driver of brand loyalty with tourism and hotel brands (So et al , 2021b; Thomas-Francois et al , 2021; Harrigan et al , 2019).…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

COVID-19-based threat vs coping appraisal: effect of psychological risk on customer engagement and behavioral intentions

Rather¹,

Parrey

Gulzar

et al. 2022

JHTI

Self Cite

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PurposeDrawing upon protection motivation theory and service-dominant-logic, the authors develop a model, which examines the influence of perceived psychological risk and social media involvement (SMI) on customer-brand-engagement (CBE), brand co-creation and behavioral intention during COVID-19 outbreak in the tourism context. The current research also explores the mediating effect of CBE, and moderating role of tourism-based threat/coping appraisal in the proposed associations.Design/methodology/approachTo investigate such issues, the authors deploy a sample of 320 tourism consumers by adopting partial least squares-structural equation modeling or (PLS-SEM).FindingsPLS-SEM findings revealed that SMI positively impacts tourism-CBE. Secondly, results revealed the customer brand engagement's significant-positive effect on brand co-creation and behavioral intent. Third, results showed the social media's and psychological risk's indirect impact on co-creation and behavioral intent, as mediated through customer brand engagement. Fourth, results exposed a significant/negative moderating effect of threat appraisal and significant/positive moderating role of coping appraisal in projected relationships.Research limitations/implicationsGiven the study's focus on pandemic-based SMI, CBE and co-creation, the authors contribute to the existing tourism marketing literature, which also generates plentiful avenues for further research, as delineated.Practical implicationsThis research facilitates tourism brand managers to better understand the drivers of CBE and paves the way for managers to develop CBE and threat/coping strategies during pandemic.Originality/valueDespite the increasing understanding of social media, CBE and co-creation in tourism, limited remains identified regarding the association of these, and associated, factors during pandemic, as thereby explored in the current research.

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The Effects of Tourism Consumers’ Psychological Engagement on Consumer–Brand Relationship Strength

Rather,

Amin

2024

Tourism, Hospitality &Amp; Event Management

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Unveiling the Customer Experience–Loyalty Nexus in Tourism During Crises

Cited by 11 publications

References 42 publications

Market mavenism, tourists’ co-creation experience, loyalty, vaxication intention: mediating role of travel incentives in the post-COVID-19 environment

Market mavenism, tourists’ co-creation experience, loyalty, vaxication intention: mediating role of travel incentives in the post-COVID-19 environment

COVID-19-based threat vs coping appraisal: effect of psychological risk on customer engagement and behavioral intentions

The Effects of Tourism Consumers’ Psychological Engagement on Consumer–Brand Relationship Strength

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