Abstract
The purpose of this study was to examine the antecedents of relationship marketing and their successful consequences between online social commerce and hotels by applying commitment-trust theory. The results showed that relationship value sharing, online relationship benefits, marketing communication, flexibility of online decision making, and online compatibility, which are the antecedent factors of commitment and trust in hotel and online social commerce marketing, had a positive effect on commitment. Marketing communication and online compatibility had a positive effect on trust. Trust was not significant for commitment. Commitment had a positive effect on relationship satisfaction, financial performance, and intention of long-term relationship, but, trust only had a positive effect on financial performance. Trust and commitment were found to associate with a partial mediating effect between the antecedents and the consequences. In some cases, the relationship between the antecedents and the consequences were fully mediated. The partial mediating effect of trust and commitment can be considered as a more positive effect on the performance of the hotel and online social commerce relationship when the antecedents are transmitted to the consequences through trust and commitment.
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