The role of ICT, eWOM and guest characteristics in loyalty

Abstract

Purpose: This study aims to examine how technologies contribute to consumer loyalty in the tourist industry. To achieve this objective, information and communication technology (ICT) development and electronic word-of-mouth (eWOM) are analysed to explore their direct and indirect effects on satisfaction and loyalty dimensions. The moderating role of customer characteristics (personal and experience-related variables) is also considered to study the complex relationship between satisfaction and loyalty. Design/methodology/approach: A quantitative study based on a questionnaire structured was developed. The survey was conducted with 386 guests from Spanish hotels. SEM methodology is applied to estimate the structural equation model and multi-group analysis. Findings: Results confirm significant relationships in the sequence “ICT advancement-satisfaction with ICT-satisfaction with hotel-loyalty”, the mediating effect of eWOM and the moderating effects of the customer characteristics. Practical implications: ICT can be a key element to improve loyalty and differentiate from competitors. Managers should recognise that customers will have different loyalty behaviours according to their personal characteristics and type of experience. Originality/value: This paper contributes to the recent and still scanty research line on ICT advancement from the consumer perspective. The novelty lies in the relationships between ICT, satisfaction and loyalty in hotels with particular attention to WOM (both personal and electronic) and the inclusion of different moderating variables.