Increase the influence of the travel video bloggers by using Youtube to sell trips indirectly through relationship marketing and service quality online
DOI:
https://doi.org/10.1229/tecempresarialjournal.v19i1.365Keywords:
Travel Youtubers, Relationship Marketing, Service Quality, Online Information and Communication, Followers, Content CreationAbstract
Dimensions of information and communication, that are part of the quality of the service, are the ones that affect the most in the development of the quality of the relation. As a consequence, travel youtubers have to develop a strategy that includes all kinds of actions of content creation in order to grow their notoriety while not selling any sort of product or service. Hence, the quality of the relation must be defined as a multi-dimensional construct with a superior order formed by trust, satisfaction and commitment as main dimensions that may be influenced (antecedent) or may be admitted of other dimensions (consequents), having them put through clients and users. Therefore, travel youtubers must create among their followers a positive attitude towards themselves. Attitude is formed by cognitive elements (trust), affective elements (satisfaction) and conative elements (commitment).
References
Aichner, T. and Jacob, F., 2015. Measuring the degree of corporate social
media use. International Journal of Market Research, 57 (2), 257-275.
Alanxelmundo, 2019a. Retrieved from: https://www.youtube.com/user/
alanxelmundo (visited in October 2019).
Alanxelmundo, 2019b. Retrieved from: https://alanxelmundo.com/
(visited in October 2019).
Alén, E. and Fraiz, J. A., 2005. Calidad de servicio y satisfacción, ¿antecedente o con-secuente? Su evaluación en el ámbito del turismo
termal. Revista Portuguesa de Marketing, 17(1), 61–76.
Ali, F., 2016. Hotel website quality, perceived flow, customer satisfaction
and purchase intention. Journal of Hospitality and Tourism Technology, 7 (2), 213-228.
Anderson, E. W., Fornell, C. and Lehman, D. R., 1994. Customer satisfaction, market share and profitability: findings from Sweden. Journal of Marketing, 58 (3), 53-66.
Athanasopoulou, P., 2009. Relationship quality: a critical literature review and research agenda. in European Journal of Marketing, vol. 43
(5/6), 583-610.
Bansal, H. S., Irving, P. G. and Taylor, S. F., 2004. A three-component
model of customer to service provider. Journal of the Academy of
marketing Science, 32 (3), 234-250.
Barnes, S. J. and Vidgen, R. T., 2002. An integrative approach to the assessment of e-commerce quality. J. Electron. Commerce Res, 3 (3), 114-127.
Barroso, C. and Martin, E., 1999. Nivel de servicio y retención de clientes:
el caso de la banca en España. Resultados de la búsqueda Resultados
web. Revista Española de Investigación de Marketing ESIC, 3(1), 9-36.
Bliemel, M. and Hassanein, K., 2007. Consumer satisfaction with online
health information retrieval: a model and empirical study. E-service
Journal, 5 (2), 53-84.
Boyd, D. and Ellison, N., 2007. Social network sites: definition, history,
and scholarship. Journal of Computer-Mediated Communication,13
(1), 210-230.
Canales de viajes en español, 2019. Retrieved from: https://www.youtube.com/results?search_query=canales+de+viajes+en+espa%C3%-
B1ol (visited in October 2019).
Cater, B. and Zabkar, V., 2009. Antecedents and consequences of commitment in marketing research services: The client’s perspective.
Industrial Marketing Management, 38 (7), 785-797.
Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing. New York:
Pearson.
Chaudhuri, A. and Holbrook, M. B., 2001. The Chain of Effects From
Brand Trust and Brand Affect to Brand Performance: The Role of
Brand Loyalty. Journal of Marketing, 65(2), 81-93.
Chen, Z. X.; Shi, Y. and Dong, D. H., 2008. An empirical study of relationship quality in service setting: a Chinese case. Marketing Intelligence & Planning, 26 (1), 11-25.
Chesbrough, H. and Spohrer, J., 2006. A research manifesto for services
science. Communications of the ACM, 49 (7), 35-40.
Chung, K. H. and Shin, J. I., 2010. The antecedents and consequents
of relationship quality in Internet shopping. Asia Pacific Journal of
Marketing and Logistics, 22 (4), 473-491.
Constantinides, E., 2004. Influencing the online consumer’s behaviour:
the web experience. Journal of Internet Research, 14 (2), 111-126.
Constantinides, E., 2014. Foundations of social media marketing. Procedia-Social and behavioral sciences, 148, 40-57.
Constantinides, E. and Fountain, S. J., 2008. Web 2.0: Conceptual foundations and marketing issues. Journal of Direct, Data, and Digital
Marketing Practice, 9 (3), 231-244.
Corritore, C. L., Kracher, B. and Wiedenbeck, S., 2003. On-line trust:
concepts, evolving themes, a model. International Journal of Human-Computer Studies, 58, 737-758.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Tec Empresarial
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
