TY - JOUR
T1 - Understanding mobile hotel booking loyalty
T2 - an integration of privacy calculus theory and trust-risk framework
AU - Ozturk, Ahmet Bulent
AU - Nusair, Khaldoon
AU - Okumus, Fevzi
AU - Singh, Dipendra
N1 - Publisher Copyright:
© 2017, Springer Science+Business Media New York.
PY - 2017/8/1
Y1 - 2017/8/1
N2 - With the increased popularity of mobile devices, hotels and online travel agencies have started focusing on mobile hotel booking (MHB) in recent years. However, there has been limited research on users” loyalty intentions toward MHB technology. This research attempted to provide an integrated theoretical model that examines the determinants of MHB loyalty. The proposed model, which incorporates personalization, privacy concern, trust, perceived risk, and loyalty, was tested via structural equation modeling (SEM) by using data collected from 396 MHB users. The study results demonstrated that personalization is a strong predictor of MHB users” privacy concerns, trust, and risk perceptions. In addition, privacy concern had a significant impact on trust, and trust significantly influenced perceived risk. Finally, the results revealed that trust and perceived risk were associated with loyalty. This study provides valuable theoretical contributions for researchers and practical implications for online travel agencies, hotel operators and hospitality technology vendors.
AB - With the increased popularity of mobile devices, hotels and online travel agencies have started focusing on mobile hotel booking (MHB) in recent years. However, there has been limited research on users” loyalty intentions toward MHB technology. This research attempted to provide an integrated theoretical model that examines the determinants of MHB loyalty. The proposed model, which incorporates personalization, privacy concern, trust, perceived risk, and loyalty, was tested via structural equation modeling (SEM) by using data collected from 396 MHB users. The study results demonstrated that personalization is a strong predictor of MHB users” privacy concerns, trust, and risk perceptions. In addition, privacy concern had a significant impact on trust, and trust significantly influenced perceived risk. Finally, the results revealed that trust and perceived risk were associated with loyalty. This study provides valuable theoretical contributions for researchers and practical implications for online travel agencies, hotel operators and hospitality technology vendors.
KW - Hotel
KW - Loyalty
KW - Mobile application
KW - Mobile booking
KW - Personalization
KW - Privacy
KW - Risk
KW - Trust
UR - http://www.scopus.com/inward/record.url?scp=85011575291&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85011575291&partnerID=8YFLogxK
U2 - 10.1007/s10796-017-9736-4
DO - 10.1007/s10796-017-9736-4
M3 - Article
AN - SCOPUS:85011575291
SN - 1387-3326
VL - 19
SP - 753
EP - 767
JO - Information Systems Frontiers
JF - Information Systems Frontiers
IS - 4
ER -