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

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  • Nusair, Khaldoon “Khal”
  • Parsa, H.G.
  • Cobanoglu, Cihan

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 impact 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.

Suggested Citation

  • Nusair, Khaldoon “Khal” & Parsa, H.G. & Cobanoglu, Cihan, 2011. "Building a model of commitment for Generation Y: An empirical study on e-travel retailers," Tourism Management, Elsevier, vol. 32(4), pages 833-843.
    • Handle: RePEc:eee:touman:v:32:y:2011:i:4:p:833-843
    DOI: 10.1016/j.tourman.2010.07.008
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    References listed on IDEAS

    as
    1. Pei-Yu (Sharon) Chen & Lorin M. Hitt, 2002. "Measuring Switching Costs and the Determinants of Customer Retention in Internet-Enabled Businesses: A Study of the Online Brokerage Industry," Information Systems Research, INFORMS, vol. 13(3), pages 255-274, September.
    2. Geyskens, I. & Steenkamp, J.E.B.M. & Scheer, L.K. & Kumar, N., 1996. "The effects of trust and interdependence on relationship commitment : A trans-Atlantic study," Other publications TiSEM ef7c8d6c-963d-4ee7-8576-9, Tilburg University, School of Economics and Management.
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    Cited by:

    1. Dedeoglu, Bekir Bora & Boğan, Erhan & Kucukergin, Kemal Gurkan & Birinci, Muhammet Cenk, 2023. "Are tourists afraid of the unknown? Examining the role of travel constraints and tourist xenophobia with symmetric and asymmetric perspectives," Journal of Business Research, Elsevier, vol. 165(C).
    2. Xu, Xun, 2020. "Examining an asymmetric effect between online customer reviews emphasis and overall satisfaction determinants," Journal of Business Research, Elsevier, vol. 106(C), pages 196-210.
    3. Pekovic, Sanja & Rolland, Sylvie, 2020. "Recipes for achieving customer loyalty: A qualitative comparative analysis of the dimensions of customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    4. Luo, Chuan & Lan, Yao & (Robert) Luo, Xin & Li, Han, 2021. "The effect of commitment on knowledge sharing: An empirical study of virtual communities," Technological Forecasting and Social Change, Elsevier, vol. 163(C).
    5. Chae, Heeju & Baek, Minjung & Jang, Hyeonju & Sung, Sijun, 2021. "Storyscaping in fashion brand using commitment and nostalgia based on ASMR marketing," Journal of Business Research, Elsevier, vol. 130(C), pages 462-472.

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