Building a model of commitment for Generation Y: An empirical study on e-travel retailers

Khaldoon Khal Nusair, H. G. Parsa, Cihan Cobanoglu

Research output: Contribution to journalArticle

94 Citations (Scopus)

Abstract

The primary goal of this study was to develop a theory-based model of relationship commitment in an online travel context. Leaning on the foundations of marketing literature and the two theories of relationship commitment (organizational commitment theory, and investment model), this study develops a conceptual framework that explains how Generation Y develops commitment to a travel web vendor. Affective commitment and calculative commitment were found to vary in terms of their impart on word-of-mouth communications. The results showed that the affective commitment was most effective for developing and maintaining long-term relationships with Generation Y. In addition, the study suggested that investment size was positively related both to affective commitment and calculative commitment. Finally, satisfaction was found positively related to affective commitment and negatively related to calculative commitment. The theoretical and managerial implications were discussed as well.

Original languageEnglish
Pages (from-to)833-843
Number of pages11
JournalTourism Management
Volume32
Issue number4
DOIs
Publication statusPublished - 2011

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Keywords

  • Affective commitment
  • Calculative commitment
  • Generation Y
  • Investment model
  • Online travel
  • Word-of-mouth

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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