旅游预订网站顾客所感知的关系利益对顾客忠诚感的影响——兼论替代者吸引力的调节作用

作者通过对在线旅游预订网站顾客进行实证调研，研究顾客感知的关系利益对顾客忠诚感的影响，以及替代产品／服务吸引力对关系利益与顾客忠诚感之间关系的调节作用。数据分析结果表明：在网络预订环境中，顾客获得的信任利益、社交利益和特殊待遇利益都会对顾客忠诚感产生影响。其中特殊待遇利益对顾客忠诚感的正向影响最大，其次是信任利益，而社交利益会对顾客忠诚感产生负向影响。替代者的吸引力大小对顾客感知的信任利益、社交利益和特殊待遇利益与顾客忠诚感之间的相互关系均有显著的调节作用。论文对研究结果进行了讨论，提出了相关的管理建议。

The impact of Online Travel Reservation Website Customer's Perception of Relational Benefits on Customer Loyalty: The Moderating Effect of the Attractiveness of Alternatives

The authors did a questionnaire survey in online travel reservation service context to test the impact of the relational benefits on customer loyalty and the moderating effects of attractiveness of alternative on relationship between relational benefits and customer loyalty. The results indicate that： in online travel reservation service setting, confidence benefits and special treatment benefits are positively related to customer loyalty while social benefits have negative effect on it. Special treatment benefits have the most important impact on customer loyalty, followed by confidence benefits. It found that the attractiveness of alternatives has significant moderating effect on the relationship between relational benefits and customer loyalty. The authors also discussed the implication of the findings, the contributions and limitations.