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

WU Wen-xiu; ZHANG Hong-mei; CHEN Wei; ZHANG Ye-chen

doi:10.13959/j.issn.1003-2398.2019.05.016

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HUMAN GEOGRAPHY ›› 2019, Vol. 34 ›› Issue (5) : 126-134. DOI: 10.13959/j.issn.1003-2398.2019.05.016

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

WU Wen-xiu¹, ZHANG Hong-mei², CHEN Wei¹, ZHANG Ye-chen¹

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Abstract

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.

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customer engagement behavior / platform loyalty / satisfaction / tourism mobile platform

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WU Wen-xiu, ZHANG Hong-mei, CHEN Wei, ZHANG Ye-chen. RESEARCH ON THE INFLUENCE OF CUSTOMER ENGAGEMENT BEHAVIOR ON TOURISM MOBILE PLATFORM LOYALTY: A CASE STUDY OF CTRIP APP[J]. HUMAN GEOGRAPHY. 2019, 34(5): 126-134 https://doi.org/10.13959/j.issn.1003-2398.2019.05.016

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