顾客融入行为对旅游移动平台忠诚度的影响研究——以携程App为例

RESEARCH ON THE INFLUENCE OF CUSTOMER ENGAGEMENT BEHAVIOR ON TOURISM MOBILE PLATFORM LOYALTY:A CASE STUDY OF CTRIP APP

近期学术界和业界关于顾客融入的后果因素讨论不断,特别是忠诚度的讨论热度较高。旅游和酒店业也已开始通过管理顾客融入行为来增强顾客-品牌关系,但顾客融入行为的实证研究仍较少。文章在旅游移动平台情境下采用层级回归方法研究了顾客融入行为和平台忠诚度的关系。结果显示,顾客融入行为是包括消费性融入行为、贡献性融入行为和社交性融入行为的二阶构念;顾客融入行为可增强满意度和平台忠诚度,表明平台忠诚度可通过非交易行为的融入行为得到加强。其中,消费性融入行为的影响最强,其次是社交性融入行为,再次是贡献性融入行为;满意度在融入行为和平台忠诚度之间起部分中介作用。最后文章对旅游移动平台的运营和管理提出了一些建议。

Recently,the academic and business circles have been discussing the consequences of customer engagement.The tourism and hospitality industries have also begun to enhance customer-brand(enterprise)relationships and build a loyal relationship by managing and using customer engagement behaviors,but empirical surveys of customer engagement behaviors are still relatively scarce.Platform is not only the place,channel and medium for customer engagement,but also the object of customer engagement.However,the empirical research on customer engagement is mostly carried out in the context of social media or virtual communities,and lacks empirical research in the context of tourism mobile platforms.Therefore,the article uses the hierarchical regression method to study the relationship between customer engagement behavior and platform loyalty in the context of tourism mobile platform,and explores the impact process of customer engagement behavior on platform loyalty,and moderately compensates customer engagement research in tourism field.The research results show that customer engagement behavior is a multi-dimensional second-order construct,including three dimensions of consumer engagement behavior,contribution engagement behavior and social engagement behavior;customer engagement behavior can enhance customer satisfaction and platform loyalty,indicating platform loyalty can be enhanced through customer engagement behaviors of non-trading behavior.