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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print)
Quarterly Publication
Volume 9 Issue 9 pp. 1497-1506 , 2019

Customer interactions on social media and their impact on trust and loyalty: the moderating role of product learning Pages 1497-1506 Right click to download the paper Download PDF

Authors: Ismet Esenyel, Mete Girgen

DOI: 10.5267/j.msl.2019.5.003

Keywords: Social media, Customer interaction, Customer trust, Customer loyalty, Hotel industry, Tourism and hospitality

Abstract: This research examines the customer engagement on social media platforms in the tourism industry and its effect on customer loyalty through the mediated effect of customer trust. Furthermore, the moderating role of product learning is investigated on the hypothesized relationships. Data was collected from guests in 5 stars hotels in Kyrenia region in Northern Cyprus. In this study, out of the 459 collected surveys, only 419 were analyzed due to missing or incomplete data. The analysis conducted here followed the two step approach for structure equations modelling. Firstly, a confirmato-ry factor analysis was appraised to prepare data for structural model. Then the structural model helped shape our direct hypothesis testing, before analyzing the mediating and moderating impacts. The data provided evidence to link customer interactions on social media with trust and loyalty (Hypotheses 1-3) while trust revealed a mediating effect between interaction and loyalty. Finally, product learning did have an empowering impact on the relationship between interaction and trust.

How to cite this paper
Esenyel, I & Girgen, M. (2019). Customer interactions on social media and their impact on trust and loyalty: the moderating role of product learning.Management Science Letters , 9(9), 1497-1506.

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Journal: Management Science Letters | Year: 2019 | Volume: 9 | Issue: 9 | Views: 1914 | Reviews: 0

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