Search Results (2)

Customer loyalty is critical for organizations to gain market share and maintain a sustained competitive advantage. However, no study has yet explored customer loyalty in online dating platforms. Perceived value theory suggests that perceived value is a key predictor of customer loyalty. Accordingly, this research constructed a conceptual model drawing on a multidimensional perspective of perceived value to explore customer loyalty in online dating platforms and investigated the mediating role of satisfaction. By quantitatively analyzing 352 customers who had experienced online dating platforms and utilizing structural equation modeling (SEM) to examine the relationships among propositions, the research demonstrated a strong positive correlation between perceived value, satisfaction, and loyalty, and a notable indirect impact on loyalty through satisfaction. In addition, the experiential value dimension of perceived benefits had the most positive and substantial influence on perceived value, while the perceived risk dimension of perceived sacrifice had the most negative and notable impact on perceived value. The results of the study provide designers, managers, and vendors of online dating platforms with valuable insights into customer behavior and practical recommendations for improvement, helping them to develop more effective strategies to enhance market competitiveness and ensure the sustainability of their platforms. Full article

To improve carbon reduction efficiency, green hotels adopt cash discount incentives to encourage green customer behavior. However, the effectiveness of these incentives in promoting green customer behavior has been controversial. Prior studies argue that customer participation in green hotel practices typically involves specific sacrifices (e.g., inconvenience, lesser quality, or less luxury), going against the hedonism of tourism. Therefore, in the context of hotel carbon reduction, this study adopts mathematical modeling to investigate the impacts of customer-perceived experience sacrifice on the effectiveness of cash discount incentives. By performing backward reasoning, the study obtained the optimal pricing decisions of a green hotel, and based on which the study also observed the impact of effective discount incentives on hotel performance. It was found that cash discount incentives are effective if discounts are higher than the experience sacrifice value perceived by customers, and vice versa. Furthermore, (a proportion of) total cost savings can moderate the relationship between customer-perceived sacrifice and the effectiveness of discount incentives. The study also found that effective discount incentives always help a green hotel increase profit and occupancy, whereas whether these incentives help to reduce total carbon emissions depends on various factors that interact with each other. Findings provide a reference for green hotels to make optimal decisions on discount incentives. Full article