TY - JOUR
T1 - Understanding how O2O service synergies drive customer continuance intention
T2 - a study of OTAs and hotels
AU - Prassida, Grandys Frieska
AU - Hsu, Ping Yu
AU - Chang, Yu Wei
N1 - Publisher Copyright:
© 2021 Asia Pacific Tourism Association.
PY - 2021
Y1 - 2021
N2 - 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.
AB - 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.
KW - customer continuance intention
KW - customer satisfaction
KW - Online-to-offline (O2O)
KW - perceived value
KW - service quality
KW - service synergy
UR - http://www.scopus.com/inward/record.url?scp=85114288959&partnerID=8YFLogxK
U2 - 10.1080/10941665.2021.1952461
DO - 10.1080/10941665.2021.1952461
M3 - 期刊論文
AN - SCOPUS:85114288959
SN - 1094-1665
VL - 26
SP - 1139
EP - 1155
JO - Asia Pacific Journal of Tourism Research
JF - Asia Pacific Journal of Tourism Research
IS - 10
ER -