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

Grandys Frieska Prassida, Ping Yu Hsu, Yu Wei Chang

研究成果: 雜誌貢獻期刊論文同行評審

1 引文 斯高帕斯(Scopus)

摘要

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.

原文???core.languages.en_GB???
頁(從 - 到)1139-1155
頁數17
期刊Asia Pacific Journal of Tourism Research
26
發行號10
DOIs
出版狀態已出版 - 2021

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