Increase the influence of the travel video bloggers by using Youtube to sell trips indirectly through relationship marketing and service quality online
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Published
11-01-2021
José Ramón Sarmiento Guede
Javier De Esteban Curiel
Arta Antonovica
https://orcid.org/0000-0002-0342-0348
Javier De Esteban Curiel
Arta Antonovica
Abstract
Purpose: The main aim of this article is to verify by applied field research the relationship between the e-service quality provided by the travel youtubers and the e-relationship quality with the users, formed by trust, satisfaction and commitment. Design/methodology/approach: For the theoretical framework and the creation of the hypothesis there was used a literature review that is focused on travel youtubers, relationship marketing and service quality online. For confirmation of the hypothesis there was applied a quantitative survey technique to 1245 sample units. Findings: Dimensions of information and communication, that are part of the quality of the service, are the ones that affect the most in the development of the quality of the relation. As a consequence, travel youtubers have to develop a strategy that includes all kinds of actions of content creation in order to grow their notoriety while not selling any sort of product or service. Hence, the quality of the relation must be defined as a multi-dimensional construct with a superior order formed by trust, satisfaction and commitment as main dimensions that may be influenced (antecedent) or may be admitted of other dimensions (consequents), having them put through clients and users. Therefore, travel youtubers must create among their followers a positive attitude towards themselves. Attitude is formed by cognitive elements (trust), affective elements (satisfaction) and conative elements (commitment). Originality/value: This research paper offers theoretical framework confirmed by a field study for measuring quality relationship online by users and travel youtubers and identifies which are the dimensions that form the user’s attitude. These attitudes will be transformed into behaviors such as the repetition of purchase and the development of positive word-of-mouth communication.
How to Cite
Sarmiento Guede, J. R., De Esteban Curiel, J., & Antonovica, A. (2021). Increase the influence of the travel video bloggers by using Youtube to sell trips indirectly through relationship marketing and service quality online. Cuadernos De Gestión, 21(1), 75–87. https://doi.org/10.5295/cdg.181019je
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Keywords
Travel Youtubers, Relationship Marketing, Service Quality, Online Information and Communication, Followers, Content Creation
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Chaudhuri, A. and Holbrook, M. B., 2001. The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
Chen, Z. X.; Shi, Y. and Dong, D. H., 2008. An empirical study of relationship quality in service setting: a Chinese case. Marketing Intelligence & Planning, 26 (1), 11-25.
Chesbrough, H. and Spohrer, J., 2006. A research manifesto for services science. Communications of the ACM, 49 (7), 35-40.
Chung, K. H. and Shin, J. I., 2010. The antecedents and consequents of relationship quality in Internet shopping. Asia Pacific Journal of Marketing and Logistics, 22 (4), 473-491.
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Constantinides, E., 2014. Foundations of social media marketing. Procedia-Social and behavioral sciences, 148, 40-57.
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Corritore, C. L., Kracher, B. and Wiedenbeck, S., 2003. On-line trust: concepts, evolving themes, a model. International Journal of Human-Computer Studies, 58, 737-758.
Cox, J. and Dale, B. G., 2002. Key quality factors in Web site design and use: an examination. The International Journal of Quality & Reliability Management, 19 (6/7), 862-888.
Cristóbal, E., Flavian, C. and Guinaliu, M., 2007. Perceived e-service quality (PeSQ): Measurement validation and effects on consumer satisfaction and web site loyalty. Managing Service Quality, 17 (3), 317-340.
Dai, H. and Salam, A. F., 2010. An integrative framework of service convenience, service consumption experience, and relational Exchange in Electronic Mediated Environment (EME). Proceedings of the International Conference on Information Systems, ICIS 2010, Saint Louis, Missouri, USA, December 12-15, 2010.
Egan, J., 2011. Relationship Marketing: Exploring Relational Strategies in Marketing. Harlow: Pearson.
Garbarino, E. and Johnson, M. S., 1999. The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70–87.
Giovanis, A., Athanasopoulou, P., and Tsoukatos, E., 2015. The role of service fairness in the service quality–relationship quality–customer loyalty chain: An empirical study. Journal of Service Theory and Practice, 25(6), 744-776.
Global logged-in youtube viewers per month 2017-2019, 2019. Retrieved from: https://www.statista.com/statistics/859829/logged-inyoutube-viewers-worldwide/ (visited in October 2019).
Gretzel, U., 2006. Consumer generated content–trends and implications for branding. e-Review of Tourism Research, 4 (3), 9-11.
Grönroos, C., 2000. Service Management and Marketing: A Customer Relationship Approach. Chichester: John Wiley.
Gundlach, G. T., Achrol, R. S. and Mentzer, J. T., 1995. The structure of commitment in exchange. Journal of Marketing, 59 (1), 78-92.
Hair, J. F., Black, W. C., Babin, B. J. and Anderson, R. E., 2010. Multivariate Data Analysis. 7th, New York: Pearson.
Harris, L. C. and Goode, M. M., 2004. The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of retailing, 80 (2), 139-158.
Herington, C. and Weaven, S., 2007. Can banks improve customer relationships with high quality online services? Managing Service Quality, 17 (4), 404-427.
Hernández Sampieri, R., Fernández- Collado, C. and Baptista Lucio, P., 2010. Metodología de la investigación. México: McGraw-Hill Education.
Hess, J. and Story, J., 2005. Trust‐based commitment: multidimensional consumer‐brand relationships. Journal of Consumer Marketing, 22 (6).
Ho, C. I. and Lee, Y. L., 2007. The development of an e-Travel service quality scale. Tourism Management, 28 (6), 1434-1449.
Ho, C. I., and Lee, P. C., 2015. Are blogs still effective to maintain customer relationships? An empirical study on the travel industry. Journal of Hospitality and Tourism Technology, 6 (1), 5-25.
Holmlund, M., 1996. A theoretical framework of perceived quality in business relationships. Research Reports, no. 36, Helsinki: Swedish School of Economics and Business Administration.
Hwang, Y. and Kim, D. J., 2007. Customer self-service systems: the effects of perceived Web quality with service contents on enjoyment, anxiety, and e-trust. Decision support systems, 43(3), 746-760.
Jeon, M. M., and Jeong, M., 2017. Customers’ perceived website service quality and its effects on e-loyalty. International Journal of Contemporary Hospitality Management, 29 (1), 438-457.
Kim, J. H., Kim, M. J. and Kandampully, J., 2009. Buying environment characteristics in the context of e-Service. European Journal of Marketing, 43 (9/10), 1188-1204.
Kim, W. G., Lee, C. and Hiemstra, S. J., 2004. Effects of an online virtual community on customer loyalty and travel product purchases. Tourism Management, 25 (3), 343-355.
Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., and Leong, S. M., 2018. Marketing management: an Asian perspective. New York: Pearson.
Li, D., Browne, G. and Chau, P., 2006. An empirical investigation of web site use using a commitment-based model. Decision Sciences, 37 (3), 427-444.
Liu, C. and Arnett, K. P., 2000. Exploring the factors associated with Web site success in the context of electronic commerce. Information & management, 38(1), 23-33.
Liu, Y., Li, Y., Tao, L. and Wang, Y., 2008. Relationship stability, trust and relational risk in marketing channels: evidence from China. Industrial Marketing Management, 37, 432-446.
Loiacono, E. T., Watson, R. T. and Goodhue, D. L., 2000. WebQualTM: A Web site quality instrument. Working Paper 2000-126-0. Athens, GA: University of Georgia.
Loiacono, E. T., Watson, R. T. and Goodhue, D. L., 2002. WEBQUAL: A measure of website quality, K. Evans & L. Scheer (eds.): Marketing educators’ conference: Marketing theory and applications, 13, 432-437, Chicago, IL: American Marketing Association.
Mayer, R. C., Davis, H. and Schoorman, F. D., 1995. An integrative model of organizational trust. Academy of Management Review, 20 (3), 709-734.
Moliner, M. A., 2008. Loyalty, perceived value and relationship quality in healthcare services. Journal of Service Management, 20 (1), 76-97.
Moorman, C., Zaltman, G. and Deshpandé, R., 1992. Relationships between providers and users of market research: the dynamics of trust within and between organizations. Journal of Research in Marketing, 29 (3), 314-328.
Moreira, A. C. and Silva, P. M., 2015. The trust-commitment challenge in the service quality-loyalty relationship. International Journal of Health Care Quality Assurance, 28(3), 253-266.
Moreira, A., Silva, P. M., and Moutinho,V. M., 2017. The Effects of Brand Experiences on Quality, Satisfaction and Loyalty: An Empirical Study in the Telecommunications Multiple-play Service Market. Innovar, 27 (64), 23-38. DOI: 10.15446/innovar.v27n64.62366.
Morgan, R. M. and Hunt, S. D., 1994. The commitment-trust theory of relationship marketing. Journal of Marketing, 58 (3), 20-38.
Mukherjee, A. and Nath, P., 2007. Role of electronic trust in online retailing: a re-examination of the commitment-trust theory. European Journal of Marketing, 41 (9/10), 1173-1202.
Oliver, L. R., 1997. Satisfaction: A Behavioral Perspective on the Consumer. New York: McGraw-Hill.
O’Reilly, C. A. and Chatman, J., 1986. Organizational commitment and psychological attachment: the effects of compliance, identification and internalization on prosocial behavior. Journal of Applied Psychology, 71, 492-499.
Pan, B. and Fesenmaier, D. R., 2006. Online information search: vacation planning process. Annals of Tourism Research, 33 (3), 809-832.
Parasuraman, A., Zeithaml, V. A. and Malhotra, A., 2005. E-S-QUAL. A multiple- item scale for assessing electronic service quality. Journal of Service Research, 7 (3), 213-233.
Porter, L. W., Crampon, W. J. and Smith, F. J., 1976. Organizational commitment and managerial turnover: A longitudinal study. Organizational Behavior and Human Performance, 15 (1), 87-98.
Prado-Román, A., Blanco-González, A. y Mercado-Idoeta, C., 2014. Análisis del proceso de generación de lealtad en el entorno on-line a través de la calidad del servicio y de la calidad de la relación. Revista Europea de Dirección y Economía de la Empresa, 23 (4), 175-183.
Ramaseshan, B., Bejou, D., Jain, S., Mason, C. and Pancras, J., 2006. Issues and perspectives in global customer relationship management. Journal of Service Research, 9 (2), 195-207.
Rauyruen, P. and Miller, K. E., 2007. Relationship quality as a predictor of B2B customer loyalty. Journal of Business Research, 60, 21-31.
Roberts, R., Varki, S. and Brodie, R., 2003. Measuring the quality of relationships in consumer services: An empirical study. European Journal of Marketing, 37 (1/2), 169-196.
Sahadev, S. and Purani, K., 2008. Modelling the consequences of e-service quality. Marketing Intelligence & Planning, 26 (2), 605-620.
Santos, J., 2003. E-service quality: a model of virtual service quality dimensions. Managing Service Quality, 13 (3), 233-246.
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