The role of relationship quality and loyalty program in tourism shopping: a multilevel investigation
JOURNAL OF TRAVEL & TOURISM MARKETING(2020)
摘要
This study draws on the relationship quality research domain and the social exchange theory to propose a multilevel model leading from shopping motive to patronage behaviors, such as word of mouth and share of wallet, through a relationship quality process leading from satisfaction and trust to emotional commitment and cooperation. A cross-level moderation of store loyalty program benefit is also tested. Using a sample from mainland Chinese shoppers, results reveal that while relationship quality mediates tourist motives and patronage behaviors, store-level membership programs serve as a boundary condition that moderates the relationship quality process.
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关键词
Tourism shopping,loyalty program,relationship quality,store satisfaction,trust,emotional commitment,cooperation,shopping motive,share of wallet,word of mouth sharing
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