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Contactless but loyal customers: The roles of anxiety and sociability in the hotel service context

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  • Li, Mingfei
  • Huang, Shanshan

Abstract

To move their businesses in a positive direction, service providers are increasingly adopting contactless technologies. However, the influence of contactless service (CS) on important customer outcomes has been ignored. This study formulated a research framework to investigate the roles of customer anxiety and sociability in the relationship between CS and customer loyalty in the hotel setting. The findings revealed that CS is positively related to customer loyalty. Pandemic-related customer anxiety helps transit the positive impact of CS on customer loyalty. However, customer sociability dampens the effects of CS on customer loyalty. More specifically, as customer sociability increases, the positive impact of CS on customer loyalty decreases directly and indirectly via customer anxiety. Our findings provide novel contributions to the emerging CS literature by disclosing the psychological mechanisms under the “contactless effect†and the potential theoretical boundary condition. In addition, the findings deliver practicable benefits to service managers in fighting the COVID-19 crisis.

Suggested Citation

  • Li, Mingfei & Huang, Shanshan, 2022. "Contactless but loyal customers: The roles of anxiety and sociability in the hotel service context," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    • Handle: RePEc:eee:joreco:v:66:y:2022:i:c:s0969698922000030
    DOI: 10.1016/j.jretconser.2022.102910
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    Cited by:

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    2. Maduku, Daniel K. & Mpinganjira, Mercy & Rana, Nripendra P. & Thusi, Philile & Ledikwe, Aobakwe & Mkhize, Njabulo Happy-boy, 2023. "Assessing customer passion, commitment, and word-of-mouth intentions in digital assistant usage: The moderating role of technology anxiety," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    3. Alicia Blanco-Gonzalez & Gabriel Cachón-Rodríguez & Cristina Del-Castillo-Feito & Ana Cruz-Suarez, 2022. "Is Purchase Behavior Different for Consumers with Long COVID?," IJERPH, MDPI, vol. 19(24), pages 1-12, December.
    4. Liu, Chih-Hsing & Horng, Jeou-Shyan & Chou, Sheng-Fang & Yu, Tai-Yi & Lee, Ming-Tsung & Lapuz, Maria Carmen B., 2023. "Discovery sustainable servicescape on behavioural intention practices and nationality: The moderating role of parasocial interaction," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).

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