Love Too Deep or Hard to Leave? A Study of Mobile Application Loyalty

Authors

  • Jialin (Snow) Wu Huddersfield Business School University of Huddersfield
  • Chen Zheng Edge Hill Business School Edge Hill University
  • Shun Ye School of Management Zhejiang University
  • Rob Law School of Hotel & Tourism Management, The Hong Kong Polytechnic University

Keywords:

mobile App, loyalty, switching cost, habit, brand viscosity, multigroup structural equation modelling

Abstract

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.

Author Biographies

Jialin (Snow) Wu, Huddersfield Business School University of Huddersfield

Dr. Jialin (Snow) Wu is a lecturer at Huddersfield Business School, University of Huddersfield. Her research interests cover digital marketing in tourism, event and hospitality, consumer behaviour and sustainability.

Chen Zheng, Edge Hill Business School Edge Hill University

Dr Chen Zheng is a lecturer at Edge Hill Business School, Edge Hill University. His research areas are associated with corporate strategies, corporate governance, determinants of firm performance and digital marketing.

Shun Ye, School of Management Zhejiang University

Dr Shun Ye is a Research Fellow in the Department of Hotel and Tourism Management, Zhejiang University, China. His research interests cover entrepreneurship, small business growth, social media and demand analysis.

Rob Law, School of Hotel & Tourism Management, The Hong Kong Polytechnic University

Dr. Rob Law is a Professor at the School of Hotel and Tourism Management, the Hong Kong Polytechnic University. His research interests are information management and technology applications.

Downloads

Published

2020-01-01

How to Cite

Wu, J. (Snow), Zheng, C., Ye, S. and Law, R. (2020) “Love Too Deep or Hard to Leave? A Study of Mobile Application Loyalty”, e-Review of Tourism Research, 17(5). Available at: https://journals.tdl.org/ertr/index.php/ertr/article/view/554 (Accessed: 29November2021).

Issue

Section

Articles

Most read articles by the same author(s)