Are you ready for a contactless future? A multi-group analysis of experience, delight, customer equity, and trust based on the Technology Readiness Index 2.0

Fei Hao, Kaye Chon

Research output: Journal article publicationJournal articleAcademic researchpeer-review


Contactless hospitality services are technology-enabled innovative services combating the challenges of the COVID-19 pandemic. Surveying 1,537 hotel guests, this study explores the relationships between customer experience, customer delight, customer equity, and brand trust in contactless hospitality services. A theoretical model is proposed to investigate the antecedents and consequences of customer equity. The moderating effect of health concerns lies on the path from customer equity to trust. A multi-group analysis was conducted to examine the invariance among proposed paths between two customer groups. The effects of delight on equity and equity on trust are stronger for the low technology readiness group.

Original languageEnglish
Pages (from-to)900-916
Number of pages17
JournalJournal of Travel and Tourism Marketing
Issue number9
Publication statusPublished - 2021


  • brand trust
  • Contactless service
  • COVID-19
  • customer delight
  • customer equity
  • customer experience
  • service design
  • Technology Readiness Index 2.0

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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