Title

Building A Model Of Commitment For Generation Y: An Empirical Study On E-Travel Retailers

Keywords

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

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. © 2010 Elsevier Ltd. All rights reserved.

Publication Date

1-1-2011

Publication Title

Tourism Management

Volume

32

Issue

4

Number of Pages

833-843

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1016/j.tourman.2010.07.008

Socpus ID

84860158734 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84860158734

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