Is the interplay among O2O platform businesses always equal? Evidence of attribute weight changes in the hospitality sector

Abstract

PurposeA crossover effect exists in the relationship between recommendation apps and restaurants in the online-to-offline (O2O) service platform context. Yet, how this effect evolves across subsequent consumption episodes, from the initial stage of information searching to the final stage of loyalty to a service provider, remains unclear.Design/methodology/approachThis study utilizes a two-time-lag interval approach to test changes in temporal and carryover effects and attribute weights.FindingsWhile there is no crossover effect between restaurant satisfaction and recommendation app loyalty during two time-lag interval periods, the crossover effect between recommendation app satisfaction and restaurant loyalty intentions is significant. These findings indicate that the satisfaction–loyalty intentions linkage operates systematically within the O2O consumption domain and increases over time. Particularly, the initial selection of a restaurant based on an app’s recommendation strengthens the intention to use the app again and increases loyalty toward the restaurant.Originality/valueThis study contributes to the literature by demonstrating the crossover effects of the two consumption systems on consumer evaluations. It underscores the importance of changes in individual attribute weights between the two systems as behavioral responses occur during initial and subsequent consumption phases.