Abstract
User-website interactions in service contexts create opportunities for positive online experiences that can foster brand equity, nurture trust, and eventually lead to long-term relationship building. The purpose of this study is to examine the concepts of "online customer experiences" and "flow" and their mediating roles in influencing customers' loyalty to a hotel booking website. To achieve this goal, a theoretical model was developed, which suggests that online flow in services includes both hedonic and utilitarian features. According to the study results, hedonic and utilitarian features affect the flow experience positively. The study results indicate that hedonic features have a stronger effect on the flow experience compared with utilitarian features. The findings imply that when customers experience flow in online hotel booking services, they develop a sense of trust toward the website. Positive experiences with the website enhance the brand equity. These findings can help researchers and service providers understand the flow concept in online hotel booking services.
| Original language | English |
|---|---|
| Pages (from-to) | 668-678 |
| Number of pages | 11 |
| Journal | Information and Management |
| Volume | 52 |
| Issue number | 6 |
| DOIs | |
| Publication status | Published - Aug 11 2015 |
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Keywords
- Brand equity
- e-loyalty
- Flow experience
- Hedonic website features
- Hotel booking services
- Utilitarian website features
ASJC Scopus subject areas
- Management Information Systems
- Information Systems
- Information Systems and Management
Cite this
Applying flow theory to booking experiences : An integrated model in an online service context. / Bilgihan, Anil; Nusair, Khaldoon; Okumus, Fevzi; Cobanoglu, Cihan.
In: Information and Management, Vol. 52, No. 6, 11.08.2015, p. 668-678.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Applying flow theory to booking experiences
T2 - An integrated model in an online service context
AU - Bilgihan, Anil
AU - Nusair, Khaldoon
AU - Okumus, Fevzi
AU - Cobanoglu, Cihan
PY - 2015/8/11
Y1 - 2015/8/11
N2 - User-website interactions in service contexts create opportunities for positive online experiences that can foster brand equity, nurture trust, and eventually lead to long-term relationship building. The purpose of this study is to examine the concepts of "online customer experiences" and "flow" and their mediating roles in influencing customers' loyalty to a hotel booking website. To achieve this goal, a theoretical model was developed, which suggests that online flow in services includes both hedonic and utilitarian features. According to the study results, hedonic and utilitarian features affect the flow experience positively. The study results indicate that hedonic features have a stronger effect on the flow experience compared with utilitarian features. The findings imply that when customers experience flow in online hotel booking services, they develop a sense of trust toward the website. Positive experiences with the website enhance the brand equity. These findings can help researchers and service providers understand the flow concept in online hotel booking services.
AB - User-website interactions in service contexts create opportunities for positive online experiences that can foster brand equity, nurture trust, and eventually lead to long-term relationship building. The purpose of this study is to examine the concepts of "online customer experiences" and "flow" and their mediating roles in influencing customers' loyalty to a hotel booking website. To achieve this goal, a theoretical model was developed, which suggests that online flow in services includes both hedonic and utilitarian features. According to the study results, hedonic and utilitarian features affect the flow experience positively. The study results indicate that hedonic features have a stronger effect on the flow experience compared with utilitarian features. The findings imply that when customers experience flow in online hotel booking services, they develop a sense of trust toward the website. Positive experiences with the website enhance the brand equity. These findings can help researchers and service providers understand the flow concept in online hotel booking services.
KW - Brand equity
KW - e-loyalty
KW - Flow experience
KW - Hedonic website features
KW - Hotel booking services
KW - Utilitarian website features
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U2 - 10.1016/j.im.2015.05.005
DO - 10.1016/j.im.2015.05.005
M3 - Article
VL - 52
SP - 668
EP - 678
JO - Information and Management
JF - Information and Management
SN - 0378-7206
IS - 6
ER -