KOREASCHOLAR

CUSTOMER ENGAGEMENT IN POSTING REVIEWS: EMPIRICAL EVIDENCE FROM PUBLIC VS. PAID ATTRACTIONS

Xianwei Liu, Markus Schuckert, Rob Law
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/350671
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Global Marketing Conference
2018 Global Marketing Conference at Tokyo (2018.07)
p.110
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Customer online engagement is crucial to online travel websites which depend online reviews to attract new users and maintain current ones. The distinctive features of public attractions in tourism and the unique webdesign of TripAdvisor create an empirical environment for this study to explore the influence of customer experience and satisfaction on their engagement in posting reviews regarding public goods. Based on a sample of TripAdvisor-listed attractions and considering the information from over 37,000 online reviews, the empirical findings suggest that (1) customer online engagement is stronger (weaker) on paid (public) attractions, and (2) the positive effect of satisfaction on customer engagement in posting reviews is more evident among public attractions rather than paid attractions. This study concludes by offering managerial implications to regulators of public attractions, operators of travel websites, and managers of paid attractions.

Keyword
public goodssatisfactioncustomer experienceonline engagement
Author
  • Xianwei Liu(Nanjing Audit University, China)
  • Markus Schuckert(The Hong Kong Polytechnic University, Hong Kong SAR)
  • Rob Law(The Hong Kong Polytechnic University, Hong Kong SAR)