Many companies operating in the transport sector strive to keep their customers loyal over time (Chaudhuri and Holbrook, 2001). However, events that can lead the consumer to choose other companies can happen. Examining the literature (Zarantonello et al., 2016), there are three types of events and situations (negative events): i) episodes of consumer dissatisfaction related to the product or services provided; ii) associations that consumers form with respect to the brand and its users; iii) business actions and practices that are not accepted by consumers. When one of these negative events (or all of them) occur during the trip, satisfaction, service quality, value, and likelihood to return decreases with a negative impact on brand loyalty (Chen, 2008). This has negative consequences for the transport company and, indirectly, for the tourist destination (Virkar et al., 2018). The purpose of this study is to evaluate the effects of negative events on Brand loyalty. It is also hypothesized that these events can affect on the consumer’s personality characteristic, activated during the brand choice phase, such as Choice difficulty, leading him to select the well- known brand (increasing Brand loyalty). Finally, consumers who have a particular propensity to purchase consumer products of different brands (Brand switchers), lead to accentuate these effects.

How to mitigate the effects the negative events in transport sector on tourism destination

de Cosmo Lucrezia Maria
;
2021-01-01

Abstract

Many companies operating in the transport sector strive to keep their customers loyal over time (Chaudhuri and Holbrook, 2001). However, events that can lead the consumer to choose other companies can happen. Examining the literature (Zarantonello et al., 2016), there are three types of events and situations (negative events): i) episodes of consumer dissatisfaction related to the product or services provided; ii) associations that consumers form with respect to the brand and its users; iii) business actions and practices that are not accepted by consumers. When one of these negative events (or all of them) occur during the trip, satisfaction, service quality, value, and likelihood to return decreases with a negative impact on brand loyalty (Chen, 2008). This has negative consequences for the transport company and, indirectly, for the tourist destination (Virkar et al., 2018). The purpose of this study is to evaluate the effects of negative events on Brand loyalty. It is also hypothesized that these events can affect on the consumer’s personality characteristic, activated during the brand choice phase, such as Choice difficulty, leading him to select the well- known brand (increasing Brand loyalty). Finally, consumers who have a particular propensity to purchase consumer products of different brands (Brand switchers), lead to accentuate these effects.
2021
978-618-84798-9-0
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11586/370999
 Attenzione

Attenzione! I dati visualizzati non sono stati sottoposti a validazione da parte dell'ateneo

Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact