Can relationship marketing of youth hostels nudge customer engagement?

IF 4.5 3区管理学 Q1 BUSINESS

Journal of Vacation Marketing Pub Date : 2024-09-17 DOI:10.1177/13567667241279333

YingChuan Wang, Cody Yu-Ling Hsiao, YongYi Zhong, YanCheng Sui

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引用次数: 0

Abstract

Youth hostels are favoured accommodations among backpackers due to their affordable prices and distinctive features. In particular, they offer excellent opportunities for backpackers to actively participate in social interactions. Customer engagement is closely linked to the principles of relationship marketing and becomes crucial when examining how relationship marketing can be improved to predict their likelihood of revisiting. This study aims to investigate the relationship between satisfaction, trust, commitment and customer engagement. Specifically, it examines how both affective and continuance commitment influence customer engagement. The findings reveal that customer satisfaction has a significant positive impact on both trust and commitment. Interestingly, only affective commitment shows a significant positive influence on customer engagement, while there is no significant relationship between continuance commitment and customer engagement. Based on these results, recommendations are proposed to enhance affective commitment and promote continuance commitment in order to strengthen customer engagement in youth hostels.

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青年旅舍的关系营销能否促进顾客参与？

青年旅舍因其价格实惠、特色鲜明而深受背包客的青睐。尤其是，青年旅舍为背包客提供了积极参与社交互动的绝佳机会。顾客参与与关系营销原则密切相关，在研究如何改进关系营销以预测顾客再次光顾的可能性时，顾客参与变得至关重要。本研究旨在探讨满意度、信任度、承诺度和顾客参与度之间的关系。具体来说，它研究了情感承诺和持续承诺如何影响客户参与度。研究结果表明，顾客满意度对信任和承诺都有显著的积极影响。有趣的是，只有情感承诺对客户参与度有显著的积极影响，而持续承诺与客户参与度之间没有显著关系。基于这些结果，我们提出了加强情感承诺和促进持续承诺的建议，以提高青年旅舍的顾客参与度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Vacation Marketing Multiple-

CiteScore

9.70

自引率

15.70%

发文量

期刊介绍： Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.