Understanding how O2O service synergies drive customer continuance intention: a study of OTAs and hotels

Grandys Frieska Prassida, Ping Yu Hsu, Yu Wei Chang

Research output: Contribution to journalArticlepeer-review

Abstract

This study broadens the understanding of how online-to-offline (O2O) service synergy enhance customer satisfaction and further drive customer continuance intention. Drawing on the self-regulatory process, halo effect, and the O2O business model, this study is the first to investigate the interconnected relationship between online service quality and the perceived value of offline services in relation to online and offline satisfaction. The findings reveal that online service quality and the perceived value of offline services are crucial antecedents of customer satisfaction, resulting in increased customer continuance intention to use online services.

Original languageEnglish
Pages (from-to)1139-1155
Number of pages17
JournalAsia Pacific Journal of Tourism Research
Volume26
Issue number10
DOIs
StatePublished - 2021

Keywords

  • customer continuance intention
  • customer satisfaction
  • Online-to-offline (O2O)
  • perceived value
  • service quality
  • service synergy

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