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Customer value framework and recommendation intention: the moderating role of customer characteristics in an online travel community

Customer value framework and recommendation intention: the moderating role of customer characteristics in an online travel community

Ukpabi, Dandison C., Karjaluoto, Heikki, Olaleye, Sunday and Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 (2019) Customer value framework and recommendation intention: the moderating role of customer characteristics in an online travel community. In: Information and Communication Technologies in Tourism 2020: Proceedings of the International Conference in Surrey, United Kingdom, January 08–10, 2020. Springer, Cham, Switzerland, pp. 38-49. ISBN 978-3030367374 (doi:https://doi.org/10.1007/978-3-030-36737-4_4)

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Abstract

The aim of this study was to develop and test a model that examined the interactions among the customer value framework, recommendation intention and customer characteristics in an online travel community (OTC). Data were obtained using Amazon Mechanical Turk from 251 members of an OTC as a sample. The partial least squares method was used to analyse the data. We found that all the variables of the customer value framework, including functional value, hedonic value and social value, were positively related to recommendation intention. In addition, using multi-group analyses, the study found differences between how different customer segments perceive each of the value dimensions and their effect on recommendation intention. Theoretical and managerial implications are offered.

Item Type: Conference Proceedings
Title of Proceedings: Information and Communication Technologies in Tourism 2020: Proceedings of the International Conference in Surrey, United Kingdom, January 08–10, 2020
Uncontrolled Keywords: customer value framework, recommendation intention, customer characteristics, online travel community
Subjects: H Social Sciences > H Social Sciences (General)
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 18 Dec 2019 13:54
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
URI: http://gala.gre.ac.uk/id/eprint/26384

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