A conceptual framework of relationship commitment: e‐travel agencies
Journal of Hospitality and Tourism Technology
ISSN: 1757-9880
Article publication date: 30 July 2010
Abstract
Purpose
The paper aims to develop a theory‐based model of relationship commitment in an online travel domain. The model seeks to explain in detail the antecedents and outcomes of commitment.
Design/methodology/approach
An extensive review of relationship marketing and commitment literature helps to develop a model of commitment.
Findings
A model is developed based on existing literature. Quality of alternatives, investment size, satisfaction and trust are antecedents of both calculative and affective commitment. Two dimensions of commitment have different impact on word‐of‐mouth communications.
Practical implications
Given the intense competition among online travel agents, the proposed model can be used by e‐vendors to develop and maintain long‐term relationships with customers.
Originality/value
Commitment has been studied as a unidimensional construct in existing marketing relationship literature. Few research studies relating to this topic have been conducted in online travel context. This paper incorporates two dimensions of commitment in a business‐to‐customer travel setting.
Keywords
Citation
“Khal” Nusair, K., Hua, N. and Li, X. (2010), "A conceptual framework of relationship commitment: e‐travel agencies", Journal of Hospitality and Tourism Technology, Vol. 1 No. 2, pp. 106-120. https://doi.org/10.1108/17579881011065029
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited