Inter-channel Effects in Multichannel Travel Services: Moderating Role of Social Presence and Need for Human Interaction

被引：14
作者：
Aslanzadeh, Marjan [1 ]
Keating, Byron William [2 ]
机构：
[1] Univ Canberra, Bruce, ACT 2601, Australia
[2] Univ Canberra, Ctr Tourism Res, Bruce, ACT 2601, Australia
来源：
CORNELL HOSPITALITY QUARTERLY | 2014年 / 55卷 / 03期
关键词：
consumer behavior; marketing and sales; operations management; operations; customer satisfaction; SELF-SERVICE; CUSTOMER SATISFACTION; TECHNOLOGY READINESS; ELECTRONIC MAIL; CONSUMER; MODEL; CONSEQUENCES; ADOPTION; TOURISM; EXPECTATIONS;
D O I：
10.1177/1938965514535974
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Travel agents continue to offer traditional services, but as customers migrate to online sales channels, many traditional agencies have added their own online distribution channels. This study of the attitudes of 114 university students finds that excellence in offline service is associated with a favorable view of an agent's online presence. Moderating this relationship is the effect of social presence (SP) on the website. That is, the respondents' view of the website was improved by the availability of live chat or video chat interactions. The effect of SP also interacted with some respondents' need for human interaction (NHI), although that effect was not strong. The study used a novel comic-strip format to depict the process of purchasing airline tickets and hotel accommodations with three treatments: offline, online with weak SP, and online with strong SP. The study compared the attitudes toward an agency's online channel based on its in-person service quality, as moderated by the website's SP and the respondents' NHI.
引用
收藏
页码：265 / 276
页数：12
相关论文
共 99 条
[1]   THE ANTECEDENTS AND CONSEQUENCES OF CUSTOMER SATISFACTION FOR FIRMS [J].
ANDERSON, EW ;
SULLIVAN, MW .
MARKETING SCIENCE, 1993, 12 (02) :125-143
[2]  
[Anonymous], 1996, International Journal of Research in Marketing, DOI [DOI 10.1016/0167-8116(95)00027-5, DOI 10.1016/0167-8116%2895%2900027-5]
[3]  
[Anonymous], ANN M SW ED RES ASS
[4]  
[Anonymous], 2000, Communications of the Association for Information Systems, DOI [DOI 10.17705/1CAIS.00407, 10.17705/1cais.00407]
[5]  
Association of British Travel Agents, 2012, TRAV TRENDS REP 2013
[6]  
Bagozzi R. P., 1988, Journal of the Academy of Marketing Science, V16, P74, DOI [DOI 10.1007/BF02723327, 10.1007/bf02723327]
[7]  
Barclay D.C., 1995, Technology Studies: Special Issue on Research Methodology, V2, P285
[8]  
BATESON JEG, 1985, J RETAILING, V61, P49
[9]   How ICT shifts the power balance of tourism distribution channels [J].
Berne, Carmen ;
Garcia-Gonzalez, Margarita ;
Mugica, Jose .
TOURISM MANAGEMENT, 2012, 33 (01) :205-214
[10]   Toward a more robust theory and measure of social presence: Review and suggested criteria [J].
Biocca, F ;
Harms, C ;
Burgoon, JK .
PRESENCE-VIRTUAL AND AUGMENTED REALITY, 2003, 12 (05) :456-480
12345678910