Trust in Virtual Interaction: The Role of Avatars in Sustainable Customer Relationships

Trust—both cognitive and affective trust—sit at the core of the development of avatars in hospitality. Based on the theory of mind (ToM), this study collected data from 563 hotel customers and utilized partial least squares-structural equation modeling (PLS-SEM) to examine the differential roles of affective and cognitive trust in shaping the customer experience, customer-brand identification, brand love, and brand loyalty, all within a framework that emphasizes sustainable relationships and practices. The framework encompasses a comprehensive approach to fostering long-term, mutually beneficial relationships throughout the customer journey. This research contributes to the field by exploring the specific impacts of affective and cognitive trust on various customer-related outcomes within the context of avatars in hospitality, providing valuable insights into the unique dynamics of trust-building in this domain. The findings shed light on the ToM and offer strategic marketing plans for hospitality practitioners, highlighting the significance of trust and sustainable customer relationships in driving long-term value.