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

doi:10.1080/10548408.2021.1997878

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 publication › Journal article › Academic research › peer-review

17 Citations (Scopus)

Abstract

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 language	English
Pages (from-to)	900-916
Number of pages	17
Journal	Journal of Travel and Tourism Marketing
Volume	38
Issue number	9
DOIs	https://doi.org/10.1080/10548408.2021.1997878
Publication status	Published - Dec 2021

Keywords

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

ASJC Scopus subject areas

Tourism, Leisure and Hospitality Management
Marketing

More information

10.1080/10548408.2021.1997878

Cite this

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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

Abstract

Keywords

ASJC Scopus subject areas

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