Hotel privacy management and guest trust building: A relational signaling perspective

Moon, Hyoungeun; Yu, Jongsik; Chua, Bee‐Lia; Han, Heesup

doi:10.1016/j.ijhm.2022.103171

Cited by 13 publications

(14 citation statements)

References 52 publications

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“…Privacy interpretation reflects the commitment of Internet enterprises and platforms to individual privacy protection. Privacy interpretation and privacy protection can positively predict users’ cognitive trust and emotional trust on the platform (Esmaeilzadeh, 2020 ; Moon et al, 2022 ). In the study of recommendation interpretation, scholarly discussion on user privacy protection can be categorized according to the following two aspects.…”

Section: Review Of Relevant Researchmentioning

confidence: 99%

Impact of the normativeness and intelligibility of privacy interpretation information on the willingness to accept targeted advertising —A cognitive load perspective

2023

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From the perspective of the user’s psychological load, this study examined the cognitive mechanism by which privacy interpretation information affects the willingness to accept targeted advertising. Our findings provide a reference for enterprises seeking to develop and improve privacy interpretation information and reduce advertising avoidance behaviour. Based on information processing theory and cognitive load theory, this study experimentally collected volunteers’ electroencephalography (EEG) data, interpreted the EEG results as representing emotions and cognitive load, and analysed the impact of the normativeness and intelligibility of privacy interpretation information on the willingness to accept targeted advertising. Intelligibility significantly affected this willingness. In the case of acceptable transparency, users were more inclined to avoid targeted advertising under low interpretability. Low interpretability caused them to expend more cognitive effort, which induced a larger N2 amplitude. In the case of unacceptable transparency, the opposite conclusion was drawn. In addition, privacy information with high interpretability was more likely to arouse users’ emotions and induce a greater amplitude of late positive potential. Supplementary Information The online version contains supplementary material available at 10.1007/s12144-023-04325-6.

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Section: Review Of Relevant Researchmentioning

confidence: 99%

Impact of the normativeness and intelligibility of privacy interpretation information on the willingness to accept targeted advertising —A cognitive load perspective

2023

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“…3.3 Perceived usefulness and perceived ease of use TAM supposes that two factors, namely, perceived ease of use and perceived usefulness, are the key variables in establishing the attitudes and behaviours towards information technology adoption, the intention to use the technology and the actual usage of technology (Kitsios et al, 2022;Moon et al, 2022;Lee et al, 2011). In this research, perceived ease of use refers the degree to which a tourist thinks that using a hotel website is free of cognitive effort (Bauer et al, 2019).…”

Section: Perceived Privacymentioning

confidence: 99%

“…They ruled out perceived usefulness as a trust antecedent. Hence, the higher the level of perceived usefulness and perceived ease of use of the hotel website, the higher the level of the trust in hotel and consequently to book the hotel (Moon et al, 2022;Ponnapureddy et al, 2017). SET asserts that if tourists perceive a hotel website to be easy and convenient for them to use, then it would directly affect their trust in the website.…”

Section: Perceived Privacymentioning

confidence: 99%

Electronic trust-building for hotel websites: a social exchange theory perspective

Vosta

Jalilvand

2022

JIMA

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Purpose This study aims to contribute to the context of electronic trust (e-trust) research with an emphasis on the determination of tourists’ e-trust in hotel websites. This research used social exchange theory to elaborate how perceived attributes of a hotel website influence purchase behaviour of tourists. This area is often neglected because most studies focus on website users’ adoption or acceptance of other service industries. It is expected that trust-generating mechanisms have different impacts on the e-trust level in the hospitality services. Design/methodology/approach A comprehensive literature review identified the major antecedents and outcomes of e-trust. Data was collected from an online survey and 586 usable questionnaires were achieved. Structural equation modelling was used to examine the hypothesized model. Findings The results of this study demonstrated that the more tourists perceive influences positively, the more they are possibly to trust in hotel website. Findings revealed that perceptions about the attributes of hotel website, including security, privacy, usefulness, ease of use and compatibility are the main antecedents of trust in hotel website, which, in turn, lead to actual usage of the website for booking online. Originality/value This study is based on a large sample of tourists and broadens the understanding of e-trust in hotel websites by considering factors rarely discussed in prior tourism and hospitality literature.

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“…Moreover, although identifying customers’ switching behaviour is critical in the hotel industry (Han et al , 2011; Koo et al , 2020), the determining factors affecting hotel customers’ intention to stay/switch are rarely explored. Only a few studies have investigated the effects of positive and negative switching barriers and their association with customer-brand relationship factors in a single framework (Moon et al , 2022; Qiu et al , 2015), and the specific role of switching barriers in the relationship between the customers and the brand in the hotel industry remains unclear.…”

Section: Introductionmentioning

confidence: 99%

“…Recognising customer switching behaviour is essential because attracting a new customer costs approximately sixteen times more than losing a customer with a comparable level of profitability (Han et al, 2009). In today's competitive marketplace, customer switching can have pernicious effects on a company's profitability, viability, market share, and future revenue stream (Moon et al, 2022). In the hotel industry in particular, competition is getting tougher due to the lack of distinctive products/services among the brands in the marketplace (Kandampully and Suhartanto, 2000), and thus guests have become more sophisticated and demanding when deciding what hotel products to consume (Mattila, 2001).…”

Section: Introductionmentioning

confidence: 99%

Positive and negative switching barriers: promoting hotel customer citizenship behaviour through brand attachment

Lee

Kim

2022

IJCHM

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Purpose This study aims to develop and test a theoretical model postulating that a hotel customer’s brand attachment is reinforced by positive and negative switching barriers, which, in turn, determine customer citizenship behaviour (CCB) towards hotel brands. Design/methodology/approach Surveys were conducted and completed by 233 respondents in the USA who had favourite hotel brands and used these brands in the previous year. A framework was developed based on the literature, and eight hypotheses were tested using structural equation modelling. Findings The findings suggest that a customer’s brand attachment (brand-self connection and brand prominence) to a hotel is strengthened not only by relational benefits (positive switching barriers) but also by switching costs (negative switching barriers). Brand prominence can promote CCB, whereas the impact of brand-self connection on CCB is rather limited. Research limitations/implications This study highlights the importance of affirmative and passive reasons for customers to remain in a relationship with the hotel brand and how sub-dimensions of switching barriers are interrelated to predict a customer’s attitude and behaviour to the brand. By emphasising the role of customers’ hotel brand attachment, this study also ascertains that cognitive and affective bonds towards a hotel brand can be significant antecedents to their extra-role behaviours. Originality/value This research contributes to the hospitality literature by expanding the realm of consumer behaviour research on switching barriers, brand attachment and CCB.

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Hotel privacy management and guest trust building: A relational signaling perspective

Cited by 13 publications

References 52 publications

Impact of the normativeness and intelligibility of privacy interpretation information on the willingness to accept targeted advertising —A cognitive load perspective

Impact of the normativeness and intelligibility of privacy interpretation information on the willingness to accept targeted advertising —A cognitive load perspective

Electronic trust-building for hotel websites: a social exchange theory perspective

Positive and negative switching barriers: promoting hotel customer citizenship behaviour through brand attachment

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