Title

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

Authors

Authors

K. Nusair; H. G. Parsa;C. Cobanoglu

Comments

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Abbreviated Journal Title

Tourism Manage.

Keywords

Generation Y; Affective commitment; Calculative commitment; Online; travel; Investment model; Word-of-mouth; WORD-OF-MOUTH; ORGANIZATIONAL COMMITMENT; INVESTMENT MODEL; CUSTOMER; RELATIONSHIPS; DISTRIBUTION CHANNELS; SWITCHING COSTS; E-COMMERCE; SATISFACTION; LOYALTY; WEB; Environmental Studies; Hospitality, Leisure, Sport & Tourism; Management

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. Published by Elsevier Ltd.

Journal Title

Tourism Management

Volume

32

Issue/Number

4

Publication Date

1-1-2011

Document Type

Article

Language

English

First Page

833

Last Page

843

WOS Identifier

WOS:000287957700014

ISSN

0261-5177

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