With the increasing choices of mobile Applications (Apps) for tourism purchasing, it is essential for Apps operators to understand how to retain customers so as to ensure long-term profits. This study was designed to investigate the formation of App loyalty from a habit theory perspective. The results of Multigroup Structural Equation Modelling support our model, and indicate that the positive association of App satisfaction on App loyalty is stronger for bookers who do not stick to one brand from computer website to mobile App; furthermore, for those who are with high brand viscosity, habit and switching cost plays an important role in leading to App loyalty. Methodological and implications are also discussed.
|Number of pages||10|
|Journal||e-Review of Tourism Research|
|Publication status||Published - 1 Feb 2020|
|Event||International Conference of Information and Communication Technologies in Tourism 2020 - University of Surrey, Guildford, United Kingdom|
Duration: 8 Jan 2020 → 10 Jan 2020
Conference number: 27
https://enter2020.ifitt.org/ (Conference website)