Gen Y customer loyalty in online shopping: An integrated model of trust,user experience and branding |
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| Affiliation: | 1. Indian Institute of Management, Kashipur, India;2. SVKM''s Institute of International Studies, Mumbai, India;1. College of Management, Chongqing Technology and Business University, Chongqing 400067, China;2. Institute of Mechanical and Manufacturing Engineering, School of Engineering, Cardiff University, Cardiff CF24 3AA, UK;1. College of Business, Universiti Utara Malaysia 06010 Sintok, Kedah, Malaysia;2. Kulliyah Muamalat, Insaniah University College, 09300 Kuala Ketil, Kedah, Malaysia;3. College of Business, University Tenaga Nasional, 26700 Bandar Muadzam, Pahang;4. College of Legal, Government & International Studies, Universiti Utara Malaysia 06010 Sintok, Kedah, Malaysia;5. School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis,, 01000 Kangar, Perlis, Malaysia.;1. Faculty of Business and Management, Universiti Teknologi MARA, 40450 Shah Alam, Selangor, Malaysia;2. Faculty of Business and Management, Universiti Teknologi MARA, Bandar Puncak Alam, 42300 Kuala Selangor, Selangor, Malaysia |
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| Abstract: | Generational theory posits that generational cohorts develop similar attitudes and beliefs. Gen Y, Millennials, will become the largest customer segment for hotels worldwide. This group likes to travel and prefers to spend money on experiences rather than materialistic items. Their responses to online marketing is expected to be different as they process website information five times faster than older generations and are the most emotional and least loyal customers compared to all other generations. The aim of this research is to develop and test a comprehensive model that explains how Gen Y develops loyalty to a hotel booking website. To test the research model, an online survey was distributed to a systematic random sample of 2500 Gen Yers. Findings highlight that trust is the most important antecedent of e-loyalty in online shopping for Gen Y customers. Brand equity is also a key precursor of e-loyalty. Finally, a positive online experience (flow), is also a significant precursor of e-loyalty for this cohort. |
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| Keywords: | Generational theory Flow theory E-commerce Generation Y Millennials Hotel Trust Loyalty |
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