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The Role of Flow in Creating e-loyalty: The Case of Online Hotel Booking Websites
Title
The Role of Flow in Creating e-loyalty: The Case of Online Hotel Booking Websites.
Creator
Bilgihan, Fehmi, Okumus, Fevzi, Nusair, Khaldoon, Kwun, David, Bai, Haiyan, Cobanoglu, Cihan, University of Central Florida
Abstract / Description
This dissertation aims to examine the concept of (")online customer experience("), (")flow("), and its role in influencing online customers' loyalty to a hotel booking website. To achieve this aim, a model was developed, which proposed that online flow is generated by both hedonic and utilitarian website features. A model was developed based on literature review to measure the relationships between the constructs. To initiate this research, a survey approach was taken. After conducting a...
Show moreThis dissertation aims to examine the concept of (")online customer experience("), (")flow("), and its role in influencing online customers' loyalty to a hotel booking website. To achieve this aim, a model was developed, which proposed that online flow is generated by both hedonic and utilitarian website features. A model was developed based on literature review to measure the relationships between the constructs. To initiate this research, a survey approach was taken. After conducting a pilot study, a marketing company was contacted to distribute the link for the online questionnaire. Five hundred and eleven (511) questionnaires were completed by guests who booked a hotel room online. Participants completed the self-administered online questionnaire by answering questions related to their last hotel booking experience. Study results found that hedonic and utilitarian website features affect the flow experience positively. Results highlight that hedonic website features has a stronger effect on the flow experience compared to utilitarian ones. In addition, the results revealed that hedonic features positively impact brand equity and utilitarian features impact trust towards the hotel booking website. Further, both trust and brand equity have significant and positive relationship with e-loyalty. However, according to study results, flow experience does not have a direct significant effect on e-loyalty. The study findings suggest that consumers who are able to achieve a state of flow while shopping online will perceive higher brand equity and trust. Therefore, their perceptions of the brand are improved. With enhanced levels of trust and brand equity, consumers are more likely to build bonds and stay loyal to the hotel booking website. It is important to note that enhancing the brand equity and trust via hedonic and utilitarian website features is important to increase loyalty because flow experience does not directly influence loyalty. This study contributes to existing research on flow experience in several ways. Firstly, it developed and tested a model with precursors of flow experience in e-commerce by establishing a link between website features and flow experience. Antecedents and consequences of flow experience can help researchers understand when this experience occurs and what to expect from this optimal experience in online environments. Thus, this study makes a contribution to the existing literature by examining the effects of features of the website on flow experience. It is worth noting that in the model, hedonic website features had the largest impact on flow experience. This is particularly an important contribution, considering that precious related research examined variables such as attractiveness, novelty, playfulness, personal innovativeness, content of the website, interactivity, teleperesence and perceived ease of use as the precursors of flow experience, but they have not examined the website characteristics that derives from shopping orientations. Study results can give hotel booking website designers and marketers a better understanding of the online consumer experiences and loyalty.
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Date Issued
2012
Identifier
CFE0004519, ucf:49293
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0004519
The Relationship Between Perceived Personal Fairness, Social Fairness, Hotel Cancellation Policies and Consumer Patronage
Title
The Relationship Between Perceived Personal Fairness, Social Fairness, Hotel Cancellation Policies and Consumer Patronage.
Creator
Smith, Scott, Parsa, Haragopal, Chen, Po-Ju, Nusair, Khaldoon, Robinson, Edward, Schwartz, Zvi, University of Central Florida
Abstract / Description
The objective of the study was to examine the relationships between the concepts of personal fairness and social fairness and hotel cancellation policies. These relationships will be explored using the framework of Prospect Theory in terms of consumer patronage (willingness-to-purchase and word-of-mouth).This study includes a brief history of the development of the lodging industry in the United States from inns and taverns to the modern hotel industry that is a critical sector of the...
Show moreThe objective of the study was to examine the relationships between the concepts of personal fairness and social fairness and hotel cancellation policies. These relationships will be explored using the framework of Prospect Theory in terms of consumer patronage (willingness-to-purchase and word-of-mouth).This study includes a brief history of the development of the lodging industry in the United States from inns and taverns to the modern hotel industry that is a critical sector of the hospitality and tourism economy. Current statistics are provided regarding the U.S. and Central Florida hotel industry in order to provide both a national and local economic perspective. The study also provides relevant statistics regarding U.S. domestic traveller information.The included literature review consists of concepts of mental accounting theory, economic utility theory, prospect theory, personal fairness, social fairness, and consumer patronage. The study also discusses how the lodging industry is unique in its implementation of reservation cancellation policies when compared against other industries. Research regarding merchandise return policies is also discussed here. The study was designed to investigate three separate components of both personal and social fairness. The first component investigated the effects of hotel rate price increases and discounts on personal fairness when compared against an existing reference price. The second component studied the perceptions of social fairness on three established hotel cancellation policies. The third component introduces a treatment of distributive and procedural fairness violations as a moderator to observe the effects on consumer patronage for the same three hotel cancellation policies. The data were collected from 415 hotel guests staying in Central Florida hotels near the Orlando international airport using an experimental method which provided different written scenarios regarding hotel pricing and three different hotel cancellation policies. The data was then analyzed using Analysis of Variance (ANOVA) and Tukey's Post Hoc test to provide results that allowed the comparison of effects on each in terms of consumer patronage. The study results indicated that that price increases against established reference prices had a significant negative effect on consumer patronage whereas discounts of the same magnitude had a significant effect only in the middle range. Included smaller and large discounts did not have a significant effect on consumer patronage outside of the middle range. The study results also indicated that there was significant difference in consumer patronage between an Open cancellation policy and a 48 Hour Cancellation Policy. There is a significant difference in consumer patronage when a No Refund policy is compared against both the Open Cancellation Policy and the 48 Hour Cancellation Policy. The study results also show that a violation of either Distributive Fairness or Procedural Fairness has a significant negative effect on consumer patronage for both an Open Cancellation policy and 48 Hour Cancellation Policy. However, when Distributive Fairness or Procedural Fairness violations are introduced as a moderator, there is no significant effect on a No Refund Cancellation Policy.The study and its ensuing results are of importance to the academic community in that it provides additional scholarly support to both Prospect Theory and the theory of mental accounting and the roles that each plays in consumer behavior. From an industry practitioner perspective, the current results provide insight into hotel consumer's attitudes regarding rate increases/ discounts and the implementation of the three different hotel cancelation policies. The results can be utilized to provide justification and guidance in altering or establishing hotel cancellation policies that hotel consumers consider to be fair.
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Date Issued
2012
Identifier
CFE0004269, ucf:49508
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0004269
Consumer Engagement in Travel-related Social Media
Title
Consumer Engagement in Travel-related Social Media.
Creator
Li, Xu, Wang, Youcheng, Robinson, Edward, Kwun, David, Nusair, Khaldoon, He, Xin, University of Central Florida
Abstract / Description
The term of (")consumer engagement(") is extensively used in the digital era. It is believed that engaged consumers play an important role in products/services referral and recommendation, new product/service development and experience/value co-creation. Although the notion of consumer engagement sounds compelling, it is not fully developed in theory. Different interpretations coexist, resulting in confusion and misuse of the concept. This study attempts to define consumer engagement and...
Show moreThe term of (")consumer engagement(") is extensively used in the digital era. It is believed that engaged consumers play an important role in products/services referral and recommendation, new product/service development and experience/value co-creation. Although the notion of consumer engagement sounds compelling, it is not fully developed in theory. Different interpretations coexist, resulting in confusion and misuse of the concept. This study attempts to define consumer engagement and develop a conceptual framework of consumer engagement, addressing antecedents of consumer engagement in online context. Moreover, some situational and social media usage-related factors are incorporated into the framework. A set of propositions are presented based on literature review and the conceptual framework to illustrate the relationship between consumer engagement and related factors. To provide empirical evidence for the conceptual model, an online survey is conducted. Participants complete the self-administered survey by answering questions concerning their online experience with the travel-related social media website they visit most. Two-step structural equation modeling is employed to analyze the data. The results show that both community experience and community identification have significant and positive relationship with consumer engagement. Community experience is also a strong predictor of community identification. Attitude toward using social media and travel involvement influence the relationship between consumer engagement and its antecedents.With focus on the interactive and experiential nature of consumer engagement, this study expands current understanding of consumer engagement and provides insights for hospitality and tourism businesses regarding how to engage consumers through travel-related social media.
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Date Issued
2013
Identifier
CFE0004878, ucf:49657
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0004878
Antecedents and Consequences of Customer Experience in Beverage Establishments
Title
Antecedents and Consequences of Customer Experience in Beverage Establishments.
Creator
Bujisic, Milos, Nusair, Khaldoon, Sivo, Stephen, Hutchinson, Joe, Chen, Po-Ju, Mattila, Anna, University of Central Florida
Abstract / Description
It is estimated that there are approximately 42,000 beverage establishments in the U.S. whose annual revenue surpasses $20 billion (First Research, 2014). To facilitate discussion of beverage establishments, it is essential to recognize beverage establishments as businesses whose majority of sales come from alcoholic drinks (Moss, 2010a). In this research, beverage establishments are divided into beverage-only bars, bar/entertainment combinations, and food and beverage combinations. Even...
Show moreIt is estimated that there are approximately 42,000 beverage establishments in the U.S. whose annual revenue surpasses $20 billion (First Research, 2014). To facilitate discussion of beverage establishments, it is essential to recognize beverage establishments as businesses whose majority of sales come from alcoholic drinks (Moss, 2010a). In this research, beverage establishments are divided into beverage-only bars, bar/entertainment combinations, and food and beverage combinations. Even though they are a well-established industry, beverage establishments have received little academic attention (Moss, 2010b). For example, previous studies have given little attention to the development of the model that examines the relationships between quality attributes, convenience, perceived price fairness, customer experience, and customer loyalty in beverage establishments. However, current research in other service sectors has showed that quality, pricing and convenience have a strong effect on customer experience and behavioral intentions (Baker (&) Crompton, 2000; Cronin et al., 2000; Taylor (&) Baker, 1994; Tian-Cole, Crompton, (&) Willson, 2002; Woodside et al., 1989). Quality is tightly related to customer experience since it positively affects customer satisfaction and therefore company's profitability (Hallowell, 1996).This study has the following objectives: (1) to develop an instrument to measure the antecedents of customer experience in beverage establishments; (2) to examine the relative importance of different antecedents of customer experience in different types of beverage establishments; and (3) to build a model of various antecedents of customer experience in beverage establishments.This study was conducted in six phases. The first phase was the analysis of previous literature regarding quality attributes, convenience, perceived price fairness, customer experience, customer loyalty, and beverage establishments. The second phase was a development of mixed methodology research design. The third phase was the data collection based on interviews with management of beverage establishments, customer focus groups, and a survey of customers of beverage establishments. The fourth phase was a pilot study that involved a refinement of the study instrument. The fifth phase was a main quantitative study based on the survey design. The results from each qualitative and quantitative phase of the study were integrated and analyzed.The results from the instrument development part of the study identified the following eleven antecedents of customer experience in beverage establishments: (1) service quality, (2) product quality, (3) physical environment design, (4) physical environment layout, (5) music quality, (6) social environment, (7) information convenience, (8) location convenience, (9) parking convenience, (10) entrance fee fairness, and (11) perceived price fairness. Additionally, the second instrument development study was used to recognize different customer experiential state dimensions. The factor structure included two customer experiential states: (1) the affective experiential state and (2) the cognitive experiential state.A comprehensive theoretical model that integrates different dimensions of antecedents of customer experience, customer experiential states, customer loyalty and the moderating affect of the type of the beverage establishment was developed. One of the most important findings of the study is the relationship between the social environment and the affective experiential state. The results of the study indicate that the majority of other antecedents of customer experience did not have a significant effect on two experiential states or that effect was relatively weak. However, social environment was the strongest predictor of customers' positive emotions and therefore customer loyalty and behavioral intentions. Finally, the study results confirmed Oliver's (1997) theory of customer loyalty by providing support for the sequential relationship between cognitive, affective, and conative loyalty. This study has several important theoretical contributions. Different antecedents of customer experience in beverage establishments were recognized and an instrument that measures these dimensions was developed. To the best of our knowledge, this is the first scale specifically developed to measure experience in beverage establishments. Additionally, the importance of each of the antecedent of customer experience was examined in regards to their effect on customer experience. Additionally, an instrument that measures cognitive and affective experiential states was developed and was a foundation for the study model. Finally, this study integrates different customer experience and customer loyalty dimensions into a comprehensive theoretical model that could be applied and retested in other service settings.
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Date Issued
2014
Identifier
CFE0005309, ucf:50532
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0005309
The role of freedom in assessing the relationship between tourism competitiveness and quality of life: The case of Central America
Title
The role of freedom in assessing the relationship between tourism competitiveness and quality of life: The case of Central America.
Creator
Kubickova, Marketa, Croes, Robertico, Nusair, Khaldoon, Rivera, Manuel, Robinson, Edward, Santana, Maria, University of Central Florida
Abstract / Description
The purpose of this dissertation study is to investigate the relationship among tourism competitiveness, quality of life, and freedom. The main premise is that the degree of freedom shapes the relationship between tourism development and quality of life. The study hypothesized that the greater the degree of freedom is, the greater impact tourism development will have on quality of life of residents of a destination. The theoretical framework of this study is based on combining Sen's...
Show moreThe purpose of this dissertation study is to investigate the relationship among tourism competitiveness, quality of life, and freedom. The main premise is that the degree of freedom shapes the relationship between tourism development and quality of life. The study hypothesized that the greater the degree of freedom is, the greater impact tourism development will have on quality of life of residents of a destination. The theoretical framework of this study is based on combining Sen's capability approach with the tourism competitiveness theory. Tourism competitiveness aims at enhancing the quality of life, while Sen's capability approach provides the ingredients for how to improve quality of life through freedom. Thus, the main premise is that the combination of the two theoretical frameworks is possible through the construct of quality of life. The study is applied to the Central American region as tourism has become an important driver for socio-economic progress and growth. The study applied panel data analyses and comparative regression analyses to decipher and understand the context of tourism competitiveness and quality of life. The study built a tourism competitiveness index and investigated the intertemporal effects of tourism competitiveness, quality of life, and freedom.The major findings of this study are as follow. First, long term bi-directional causality was found between tourism competitiveness and quality of life. In other words, tourism not only positively impacts quality of life, but high levels of quality of life have positive influence on tourism competitiveness in the Central American region. This is a major contribution as such assumptions have been mainly hypothesized. Second, economic freedom was found to act as a moderating variable between tourism competitiveness and quality of life. This finding allows us to further understand what impact such relationship between tourism competitiveness and quality of life. Third, economic freedom was found not to have an impact on quality of life as originally thought. However, quality of life was found to have a short-term impact on economic freedom. Finally, economic freedom had a bi-directional relationship with tourism competitiveness. This is a major contribution as such relationship was not previously discussed in the academic literature. The theoretical implication of this study is in terms of combining the capability approach and the competitiveness theory. In terms of managerial implications, governments of the Central American region can work on strategies, such as marketing, to promote tourism which in turn will improve residents' quality of life. At the same time, the government can work on improving residents' well-being while impacting tourism competitiveness.
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Date Issued
2014
Identifier
CFE0005364, ucf:50476
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0005364
Website Interactivity as a Branding Tool for Hotel Websites
Title
Website Interactivity as a Branding Tool for Hotel Websites.
Creator
Barreda Davila, Albert, Nusair, Khaldoon, Okumus, Fevzi, Hara, Tadayuki, Ozturk, Ahmet, Bai, Haiyan, Beldona, Srikanth, University of Central Florida
Abstract / Description
The dissertation explored the relationships among Website interactivity, brand knowledge, consumer-based brand equity and behavioral intentions in the context of hotel Websites. Based on an in-depth literature review, a theory-driven model was proposed and ten hypotheses were developed. The dissertation employed an empirical study based on a survey design, and collected data via a marketing company. Respondents who booked a hotel room online using hotel branded Websites in the last 12 months...
Show moreThe dissertation explored the relationships among Website interactivity, brand knowledge, consumer-based brand equity and behavioral intentions in the context of hotel Websites. Based on an in-depth literature review, a theory-driven model was proposed and ten hypotheses were developed. The dissertation employed an empirical study based on a survey design, and collected data via a marketing company. Respondents who booked a hotel room online using hotel branded Websites in the last 12 months were approached to complete the online questionnaire. Four hundred ninety six (496) respondents completed the online questionnaire by answering to questions related to their last hotel booking experience. Analysis was conducted in two phases: (1) Confirmatory Factor Analysis (CFA) and (2) Structural Equation Modeling (SEM). The overall fit of the CFA model and the final SEM model were acceptable, indicating an adequate fit to the data. The results suggested that the two dimensions of Website interactivity, namely system interactivity and social interactivity, positively impacted the components of brand knowledge, and that system interactivity had a stronger impact as compared to social interactivity. Although, social interactivity was not found to have a significant direct effect on brand awareness, the results showed that social interactivity had a significant impact on brand image. Furthermore, the relationship between brand equity and behavioral intentions was positive and significant. The empirical study offered theoretical for utilizing Website interactivity as a branding tool in the hotel context. Additionally, the results provide practical insights into branding strategies, Website development, and behavioral intentions enhancement. Very few studies have empirically examined and incorporated Website interactivity dimensions and brand knowledge with consumer-based brand equity and behavioral intentions. This gap in the literature has been compounded by an absence of empirical studies on Website interactivity as a tool to develop brands and behavioral intentions in the context of hotel Websites. The present dissertation closes this gap in the literature by reporting on a questionnaire of US adult travelers that offered data on those theoretical associations. Conceptually, the results support the influential impact of Website interactivity on brand elements and behavioral intentions.
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Date Issued
2014
Identifier
CFE0005302, ucf:50512
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0005302