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

    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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