Abstract
In this article, we investigate the relation between customer loyalty and social media engagement. Two dimensions of customer loyalty are considered: affective and conative loyalty. We distinguish two forms of social media engagement: consuming of social media (passive engagement) and contribution to social media (active engagement). In a survey among 1,050 customers of a travel agency, the level of engagement of customers with the company’s social media activities is measured in relation to their degree of loyalty. Results show a partial positive relationship between social media engagement and customer loyalty: only consuming social media is directly related to affective loyalty.
| Original language | English |
|---|---|
| Journal | International Journal of Hospitality & Tourism Administration |
| DOIs | |
| Publication status | Published - 2017 |
Keywords
- customer loyalty
- online engagement
- social media
- tourism
- Customer loyalty
Cite this
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Engagement-based loyalty : the effects of social media engagement on customer loyalty in the travel industry. / van Asperen, M; de Rooij, HPGM; Dijkmans, CHS.
In: International Journal of Hospitality & Tourism Administration, 2017.Research output: Contribution to journal › Article › Scientific › peer-review
TY - JOUR
T1 - Engagement-based loyalty : the effects of social media engagement on customer loyalty in the travel industry
AU - van Asperen, M
AU - de Rooij, HPGM
AU - Dijkmans, CHS
PY - 2017
Y1 - 2017
N2 - In this article, we investigate the relation between customer loyalty and social media engagement. Two dimensions of customer loyalty are considered: affective and conative loyalty. We distinguish two forms of social media engagement: consuming of social media (passive engagement) and contribution to social media (active engagement). In a survey among 1,050 customers of a travel agency, the level of engagement of customers with the company’s social media activities is measured in relation to their degree of loyalty. Results show a partial positive relationship between social media engagement and customer loyalty: only consuming social media is directly related to affective loyalty.
AB - In this article, we investigate the relation between customer loyalty and social media engagement. Two dimensions of customer loyalty are considered: affective and conative loyalty. We distinguish two forms of social media engagement: consuming of social media (passive engagement) and contribution to social media (active engagement). In a survey among 1,050 customers of a travel agency, the level of engagement of customers with the company’s social media activities is measured in relation to their degree of loyalty. Results show a partial positive relationship between social media engagement and customer loyalty: only consuming social media is directly related to affective loyalty.
KW - customer loyalty
KW - online engagement
KW - social media
KW - tourism
KW - Customer loyalty
U2 - 10.1080/15256480.2017.1305313
DO - 10.1080/15256480.2017.1305313
M3 - Article
JO - International Journal of Hospitality & Tourism Administration
JF - International Journal of Hospitality & Tourism Administration
SN - 1525-6480
ER -