The Impacts of Perceived Risk and Negative Emotions on the Service Recovery Effect for Online Travel Agencies: The Moderating Role of Corporate Reputation.

Jiahua Wei

doi:10.3389/fpsyg.2021.685351

Abstract

This study explores the impact mechanism of perceived risk and negative emotions on the service recovery effect of an online travel agency (OTA) through a scenario experiment. The results show that: perceived risk has positive and negative impacts on negative emotions and service recovery satisfaction, negative emotions have a negative impact on service recovery satisfaction, and corporate reputation plays a positive moderating role in the relationship between perceived risk and service recovery satisfaction. This study is helpful to better explain the impact mechanism of the service recovery effect of OTAs, and to provide a theoretical reference for improving the service recovery effect of OTAs.

Highlights

In the Internet age, the huge demand from consumers for online travel has spawned online travel agencies (OTAs) that resemble a kind of consumption fashion (Pinto and Castro, 2019)
(2) Under the experimental condition of low negative emotion, this study describes that after the OTA arranges customers to stay in the hotel, the room facilities are basically consistent with the introduction on the OTA platform, the customers are not satisfied with the hotel location, room hygiene, and other conditions
This study verifies hypothesis H2, which confirms and extends the conclusions of Hsieh and Tsao (2014), Chang and Hsiao (2008), and Scridon et al (2020) that perceived risk has a negative impact on customer satisfaction and service recovery satisfaction

Summary

INTRODUCTION

In the Internet age, the huge demand from consumers for online travel has spawned online travel agencies (OTAs) that resemble a kind of consumption fashion (Pinto and Castro, 2019). OTAs are intermediaries that rely on Internet platforms to provide online consulting, commenting, and booking services; because OTAs can compare products, prices, discounts, independent reviews, and photos of various hotels to meet the needs and preferences of consumers, they have developed rapidly, and some famous brands have appeared, such as Priceline, Expedia, and Ctrip. Academic circles have studied the impact of word-of-mouth on the service recovery effect of travel agencies, and the service recovery effect is measured by customer satisfaction and customer loyalty (Pai et al, 2019). They developed a practical manual on service failure and service recovery for the travel industry (Inkson, 2019). The study helps to expand the vision of service recovery research of OTAs, better explain the impact mechanism of service recovery effect of OTAs, improve the service recovery effect of OTAs, promote the healthy development of OTA business models, and bring more value to society and customers

LITERATURE REVIEW AND RESEARCH HYPOTHESIS

Conclusions and Theoretical Contributions

Research Limitations and Prospects

Findings

ETHICS STATEMENT