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AuthorAnurag, Singh
AuthorRana, Nripendra P
AuthorParayitam, Satyanarayana
Available date2024-07-25T09:53:03Z
Publication Date2022-11-30
Publication NameInternational Journal of Information Management Data Insights
Identifierhttp://dx.doi.org/10.1016/j.jjimei.2022.100114
CitationSingh, A., Rana, N. P., & Parayitam, S. (2022). Role of social currency in customer experience and co-creation intention in online travel agencies: Moderation of attitude and subjective norms. International Journal of Information Management Data Insights, 2(2), 100114.
URIhttps://www.sciencedirect.com/science/article/pii/S266709682200057X
URIhttp://hdl.handle.net/10576/57125
AbstractThis study investigates the relationship between social currency and customer experience concerning online travel agencies. Riding on the theory of planned behavior (TPB), we explore the moderating effect of attitude and subjective norms on customer experience. First, a conceptual model is developed and tested using the data collected from 392 respondents from India. Then, after checking the instrument's psychometric properties, we used hierarchical regression to test hypotheses. The results indicate that (a) social currency, (b) attitude, and (c) subjective norms are positively associated with customer experience. Furthermore, the findings also support attitude and subjective norms moderating the relationship between social currency and customer experience. Finally, customer experience positively predicts co-creation intention by customers. The implications for theory and practice are discussed.
Languageen
PublisherElsevier
SubjectSocial currency
Attitude
Subjective norms
Customer experience
Co-creation intention
TitleRole of social currency in customer experience and co-creation intention in online travel agencies: Moderation of attitude and subjective norms
TypeArticle
Issue Number2
Volume Number2
Open Access user License http://creativecommons.org/licenses/by-nc-nd/4.0/
ESSN2667-0968
dc.accessType Open Access


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