Engagement-based loyalty : the effects of social media engagement on customer loyalty in the travel industry

M van Asperen, HPGM de Rooij, CHS Dijkmans

Research output: Contribution to journalArticleScientificpeer-review

5 Citations (Scopus)

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.

Keywords

  • customer loyalty
  • online engagement
  • social media
  • tourism
  • Customer loyalty

Cite this

@article{68d87ecaedca41ef97a1b6a7fecbe856,
title = "Engagement-based loyalty : the effects of social media engagement on customer loyalty in the travel industry",
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.",
keywords = "customer loyalty, online engagement, social media, tourism, Customer loyalty",
author = "{van Asperen}, M and {de Rooij}, HPGM and CHS Dijkmans",
year = "2017",
doi = "10.1080/15256480.2017.1305313",
language = "English",
journal = "International Journal of Hospitality & Tourism Administration",
issn = "1525-6480",
publisher = "Taylor & Francis",

}

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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 -