Antecedents of Customer Loyalty in Mobile Hotel Reservation Applications

Year 2024, Volume: 21 Issue: 1, 5 - 16, 31.01.2024

Görkem Erdoğan

https://doi.org/10.26466/opusjsr.1288512

Abstract

This study aims to identify the determinants of customer loyalty in mobile hotel booking applications (MOHOREAPP) in Turkey. The research developed a model integrating variables such as performance expectancy, trust, social influence, customer satisfaction, convenience, compatibility, perceived risk, and loyalty, which was examined using structural equation modeling. A survey was conducted, and data were collected from 511 MOHOREAPP users across Turkey. The results indicate that performance expectancy and trust have a significant relationship with MOHOREAPP customer satisfaction. It was found that performance expectancy and trust have a positive and significant effect on loyalty. Additionally, customer satisfaction, convenience, and compatibility have a positive effect on loyalty, while perceived risk has been identified to have a negative effect on loyalty. These findings provide important insights for companies developing mobile hotel booking applications, highlighting the areas to focus on to increase customer loyalty. Consequently, this study makes a critical contribution to understanding the factors that influence the loyalty of MOHOREAPP users and in shaping customer relationship strategies

Keywords

Loyalty, Mobile Hotel Reservation Applications, Mobile Commerce, Hospitality

Mobil Otel Rezervasyon Uygulamalarında Müşteri Sadakatinin Öncülleri

Abstract

Bu çalışma, Türkiye'deki mobil otel rezervasyon uygulamaları (MOHOREAPP) üzerinden müşteri sadakatinin neye bağlı olduğunu keşfetmeyi amaçlamaktadır. Araştırmada, müşteri sadakatinin oluşumunda etkili olduğu düşünülen performans beklentisi, güven, sosyal etki, müşteri memnuniyeti, uygunluk, uyumluluk ve algılanan risk gibi değişkenleri içeren bir model geliştirilmiştir. Bu model, yapısal eşitlik modellemesi yöntemiyle detaylı bir şekilde incelenmiştir. Türkiye genelinde yapılan anket çalışmasıyla, 511 MOHOREAPP kullanıcısından elde edilen veriler analiz edilmiştir. Araştırma sonuçları, performans beklentisi ve güven unsurlarının müşteri memnuniyeti ile güçlü bir ilişkiye sahip olduğunu ortaya koymuştur. Bu iki faktörün, müşteri sadakatini önemli ölçüde etkilediği ve sadakat üzerinde pozitif bir etki yarattığı görülmüştür. Ayrıca, müşteri memnuniyetinin, uygunluğun ve uyumluluğun da müşteri sadakati üzerinde olumlu bir etkisi olduğu, buna karşılık algılanan riskin ise sadakat üzerinde olumsuz bir etkiye sahip olduğu tespit edilmiştir. Bu bulgular, mobil otel rezervasyon uygulamalarını geliştiren şirketler için, müşteri sadakatini artırmak adına odaklanmaları gereken alanları belirlemekte önemli bir kaynak teşkil etmektedir. Sonuç olarak, bu çalışma, MOHOREAPP kullanıcılarının sadakatini etkileyen faktörleri anlamada ve müşteri ilişkileri stratejilerini şekillendirmede kritik bir katkı sağlamaktadır

Keywords

Sadakat, Mobil Otel Rezervasyon Uygulamaları, Mobil Ticaret, Konaklama

References

• Aaker, D.A. (1991). Managing brand equity: Capitalizing on the value of a brand name, The Free Press, New York.
• Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
• Anderson, E., & Weitz, B. (1989). Determinants of continuity in conventional industrial channel dyads. Marketing science, 8(4), 310-323.
• Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
• Berraies, S., Yahia, K. B., & Hannachi, M. (2017). Identifying the effects of perceived values of mobile banking applications on customers: Comparative study between baby boomers, generation X and generation Y. International Journal of Bank Marketing, 35(6), 1018-1038.
• Berry, L. L., Seiders, K., & Grewal, D. (2002). Understanding service convenience. Journal of marketing, 66(3), 1-17.
• Bogicevic, V., Bujisic, M., Bilgihan, A., Yang, W., & Cobanoglu, C. (2017). The impact of traveler-focused airport technology on traveler satisfaction. Technological Forecasting and Social Change, 123, 351-361.
• Brown, L. G. (1990). Convenience in services marketing. Journal of Services Marketing, 4(1), 53-59.
• Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
• Chong, A. Y. L. (2013). Understanding mobile commerce continuance intentions: an empirical analysis of Chinese consumers. Journal of Computer Information Systems, 53(4), 22-30.
• Chong, A. Y. L., Ooi, K. B., Lin, B., & Tan, B. I. (2010). Online banking adoption: an empirical analysis. International Journal of bank marketing, 28(4), 267-287.
• Cyr, D., Head, M., & Ivanov, A. (2006). Design aesthetics leading to m-loyalty in mobile commerce. Information & management, 43(8), 950-963.
• Delić, M., Knežević, B., & Dužević, I. (2017). Factors influencing customer loyalty towards mobile commerce: The case of young retail customers in Croatia. Journal of Economic & Management Perspectives, 11(1), 314-325.
• Dias, S. F., & Afonso, V. A. (2020). Innovative Business Models in Tourism and Hospitality: Going Mobile? In Strategic Business Models to Support Demand, Supply, and Destination Management in the Tourism and Hospitality Industry (pp. 164-184). IGI Global.
• Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error, Journal of Marketing Research, 18(1), 39-50.
• Gibbs, C., Gretzel, U., & Saltzman, J. (2016). An experience-based taxonomy of branded hotel mobile application features. Information Technology & Tourism, 16(2), 175-199.
• Hair, J.F., Anderson, R.E., Babin, B.J. and Black, W.C. (2010), Multivariate Data Analysis: A Global Perspective, Vol. 7, Pearson, Upper Saddle River, NJ.
• Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study. International journal of service industry Management, 7(4), 27-42.
• Hossny, M. (2021). The effects of mobile hotel applications (MHA) on customer behavioral intention to reuse and revisit. Journal of Association of Arab Universities for Tourism and Hospitality, 21(4), 168-189.
• Hsiao, C. H., Chang, J. J., & Tang, K. Y. (2016). Exploring the influential factors in continuance usage of mobile social Apps: Satisfaction, habit, and customer value perspectives. Telematics and Informatics, 33(2), 342-355.
• Hsieh, Y. C., & Hiang, S. T. (2004). A study of the impacts of service quality on relationship quality in search-experience-credence services. Total Quality Management & Business Excellence, 15(1), 43-58.
• Huang, Y. C., Chang, L. L., Yu, C. P., & Chen, J. (2019). Examining an extended technology acceptance model with experience construct on hotel consumers’ adoption of mobile applications. Journal of Hospitality Marketing & Management, 28(8), 957-980.
• Im, I., Kim, Y., & Han, H. J. (2008). The effects of perceived risk and technology type on users’ acceptance of technologies. Information & Management, 45(1), 1-9.
• Jimenez, N., San-Martin, S., & Azuela, J. I. (2016). Trust and satisfaction: the keys to client loyalty in mobile commerce. Academia Revista Latinoamericana de Administración, 29(4), 486-510.
• Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard business review, 73(6), 88.
• Kim, J. J., Chua, B. L., & Han, H. (2021). Mobile hotel reservations and customer behavior: Channel familiarity and channel type. Journal of Vacation Marketing, 27(1), 82-102.
• Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision support systems, 44(2), 544-564.
• Lee, S. A., & Lee, J. (2019). Enhancing customers’ brand loyalty via branded hotel apps. Journal of Quality Assurance in Hospitality & Tourism, 20(3), 339-361.
• Lee, W. O., & Wong, L. S. (2016). Determinants of mobile commerce customer loyalty in Malaysia. Procedia-Social and Behavioral Sciences, 224, 60-67.
• Liébana-Cabanillas, F., Ramos de Luna, I., & Montoro-Ríos, F. J. (2015). User behaviour in QR mobile payment system: the QR Payment Acceptance Model. Technology Analysis & Strategic Management, 27(9), 1031-1049.
• Lin, H. H., & Wang, Y. S. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & management, 43(3), 271-282.
• Luarn, P., & Lin, H. H. (2003). A customer loyalty model for e-service context. J. Electron. Commer. Res., 4(4), 156-167.
• Marinković, V., Đorđević, A., & Kalinić, Z. (2020). The moderating effects of gender on customer satisfaction and continuance intention in mobile commerce: a UTAUT-based perspective. Technology Analysis & Strategic Management, 32(3), 306-318.
• Marinkovic, V., & Kalinic, Z. (2017). Antecedents of customer satisfaction in mobile commerce: Exploring the moderating effect of customization. Online Information Review, 41(2), 138-154.
• Mohamad, M. A., Hanafiah, M. H., & Radzi, S. M. (2021). Understanding tourist mobile hotel booking behaviour: Incorporating perceived enjoyment and perceived price value in the modified Technology Acceptance Model. Tourism & Management Studies, 17(1), 19-30.
• Murphy, H. C., Chen, M. M., & Cossutta, M. (2016). An investigation of multiple devices and information sources used in the hotel booking process. Tourism management, 52, 44-51.
• Nunnally, J. (1978). Psychometric Theory, McGraw Hill, New York, NY.
• Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.
• Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33–44.
• Ozturk, A. B., Bilgihan, A., Nusair, K., & Okumus, F. (2016a). What keeps the mobile hotel booking users loyal? Investigating the roles of self-efficacy, compatibility, perceived ease of use, and perceived convenience. International Journal of Information Management, 36(6), 1350-1359.
• Ozturk, A. B., Nusair, K., Okumus, F., & Hua, N. (2016b). The role of utilitarian and hedonic values on users’ continued usage intention in a mobile hotel booking environment. International Journal of Hospitality Management, 57, 106-115.
• Ozturk, A. B., Nusair, K., Okumus, F., & Singh, D. (2017). Understanding mobile hotel booking loyalty: an integration of privacy calculus theory and trust-risk framework. Information Systems Frontiers, 19(4), 753-767.
• Rana, N. P., Dwivedi, Y. K., Williams, M. D., & Weerakkody, V. (2015). Investigating success of an e-government initiative: Validation of an integrated IS success model. Information systems frontiers, 17(1), 127-142.
• Reichheld, F. F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard business review, 78(4), 105-113.
• San‐Martin, S., & López‐Catalán, B. (2013). How can a mobile vendor get satisfied customers?. Industrial Management & Data Systems, 113(2), 156-170.
• Shang, D., & Wu, W. (2017). Understanding mobile shopping consumers’ continuance intention. Industrial Management & Data Systems, 117(1), 213-227.
• Statista, (2022a). Forecast number of mobile devices worldwide from 2020 to 2025 (in billions). Retrieved September 7, 2022 from https://www.statista.com/statistics/245501/multiple-mobile-device-ownership-worldwide/
• Statista, (2022b). Number of smartphone subscriptions worldwide from 2016 to 2021, with forecasts from 2022 to 2027. Retrieved September 7, 2022 from https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/
• Stocchi, L., Michaelidou, N., & Micevski, M. (2019). Drivers and outcomes of branded mobile app usage intention. Journal of Product & Brand Management, 28(1), 28-49.
• Tao, M., Nawaz, M. Z., Nawaz, S., Butt, A. H., & Ahmad, H. (2018). Users’ acceptance of innovative mobile hotel booking trends: UK vs. PRC. Information Technology & Tourism, 20(1), 9-36.
• Travel Agent Central, (2017). Stats: Hotel Bookings on Mobile Devices Up 67 Percent. Retrieved September 8, 2022 from https://www.travelagentcentral.com/running-your-business/stats-hotel-bookings-mobile-devices-up-67-percent
• Travel Agent Central, (2018). Stats: Nearly Two-Thirds of Travelers Rely on Mobile Apps During Trip. Retrieved September 8, 2022 from https://www.travelagentcentral.com/running-your-business/stats-nearly-two-thirds-travelers-rely-mobile-apps-during-trip
• Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478.
• Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS quarterly, 36(1), 157-178.
• Wang, Y. S., Li, H. T., Li, C. R., & Zhang, D. Z. (2016). Factors affecting hotels' adoption of mobile reservation systems: A technology-organization-environment framework. Tourism Management, 53, 163-172.
• Wang, H. Y., & Wang, S. H. (2010). Predicting mobile hotel reservation adoption: Insight from a perceived value standpoint. International Journal of Hospitality Management, 29(4), 598-608.
• Yoon, C., & Kim, S. (2007). Convenience and TAM in a ubiquitous computing environment: The case of wireless LAN. Electronic Commerce Research and Applications, 6(1), 102-112.
• Zhang, L., Zhu, J., & Liu, Q. (2012). A meta-analysis of mobile commerce adoption and the moderating effect of culture. Computers in human behavior, 28(5), 1902-1911.
• Zhou, T., Lu, Y., & Wang, B. (2010). Integrating TTF and UTAUT to explain mobile banking user adoption. Computers in human behavior, 26(4), 760-767.