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New service bonds and customer value in customer relationship management: The case of museum visitors

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  • Siu, Noel Yee-Man
  • Zhang, Tracy Jun-Feng
  • Dong, Ping
  • Kwan, Ho-Yan

Abstract

The ability to manage customer relationships successfully provides tourism organizations with an opportunity to increase their value proposition and obtain competitive advantage. However, no study has attempted to investigate the role of new service bonds (i.e., the newness and meaningfulness of new services provided by organizations) as a relationship tactic for customer value for long-term sustainability, particularly in the context of the museum industry, which is relatively under-researched in the tourism management field. This study addresses this research gap by exploring the effects of new service bonds on customer commitment through the creation of knowledge and relational values, particularly in the museum industry. Two hundred ninety-six customers of six major museums in Hong Kong were surveyed. Findings show that both traditional relationship tactics and new service bonds affect customers' perceived relationship investment of a museum, on which new service bonds have a stronger effect. Both knowledge and relational value mechanisms are the underlying mechanisms that partially mediate the relationship between relationship investment and customer commitment.

Suggested Citation

  • Siu, Noel Yee-Man & Zhang, Tracy Jun-Feng & Dong, Ping & Kwan, Ho-Yan, 2013. "New service bonds and customer value in customer relationship management: The case of museum visitors," Tourism Management, Elsevier, vol. 36(C), pages 293-303.
    • Handle: RePEc:eee:touman:v:36:y:2013:i:c:p:293-303
    DOI: 10.1016/j.tourman.2012.12.001
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    References listed on IDEAS

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    1. Chinomona E & Sandada. M, 2014. "An Investigation of Shared Value, Benefit, Commitment, Trust and Retention in the Banking Sector: A Student Perspective," Journal of Economics and Behavioral Studies, AMH International, vol. 6(8), pages 607-615.
    2. Cheol Park & Heejung Lee & Jongkun Jun & Thaemin Lee, 2018. "Two-sided effects of customer participation: roles of relationships and social-interaction values in social services," Service Business, Springer;Pan-Pacific Business Association, vol. 12(3), pages 621-640, September.
    3. Jin Ho Jung & Jay Jaewon Yoo, 2017. "Customer-to-customer interactions on customer citizenship behavior," Service Business, Springer;Pan-Pacific Business Association, vol. 11(1), pages 117-139, March.
    4. Dolores Gallardo-Vázquez, 2023. "Attributes influencing responsible tourism consumer choices: Sustainable local food and drink, health-related services, and entertainment," Oeconomia Copernicana, Institute of Economic Research, vol. 14(2), pages 645-686, June.
    5. Izabela Luiza Pop & Anca Borza, 2016. "Factors Influencing Museum Sustainability and Indicators for Museum Sustainability Measurement," Sustainability, MDPI, vol. 8(1), pages 1-22, January.
    6. Leask, Anna, 2016. "Visitor attraction management: A critical review of research 2009–2014," Tourism Management, Elsevier, vol. 57(C), pages 334-361.
    7. Mathilde Pulh & Rémi Mencarelli & Damien Chaney, 2019. "The consequences of the heritage experience in brand museums on the consumer–brand relationship," Post-Print halshs-02142424, HAL.
    8. Namho Chung & Inessa Tyan & Seung Jae Lee, 2019. "Eco-Innovative Museums and Visitors’ Perceptions of Corporate Social Responsibility," Sustainability, MDPI, vol. 11(20), pages 1-16, October.
    9. Bryce, Derek & Curran, Ross & O'Gorman, Kevin & Taheri, Babak, 2015. "Visitors' engagement and authenticity: Japanese heritage consumption," Tourism Management, Elsevier, vol. 46(C), pages 571-581.
    10. O'Cass, Aron & Sok, Phyra, 2015. "An exploratory study into managing value creation in tourism service firms: Understanding value creation phases at the intersection of the tourism service firm and their customers," Tourism Management, Elsevier, vol. 51(C), pages 186-200.
    11. Ludovico Solima, 2013. "Fatti, pi? che parole. l?indagine osservante e l?analisi del comportamento di fruizione del visitatore museale," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(4), pages 103-125.
    12. Ching-Yi Daphne Tsai & Shih-Hao Wu & Stephen Chi-Tsun Huang, 2017. "From mandatory to voluntary: consumer cooperation and citizenship behaviour," The Service Industries Journal, Taylor & Francis Journals, vol. 37(7-8), pages 521-543, June.
    13. Taheri, Babak & Jafari, Aliakbar & O'Gorman, Kevin, 2014. "Keeping your audience: Presenting a visitor engagement scale," Tourism Management, Elsevier, vol. 42(C), pages 321-329.
    14. Izabela Luiza Pop & Anca Borza & Anuța Buiga & Diana Ighian & Rita Toader, 2019. "Achieving Cultural Sustainability in Museums: A Step Toward Sustainable Development," Sustainability, MDPI, vol. 11(4), pages 1-22, February.
    15. Muhammad Abrar & Rizwan Shabbir & Mohsin Bashir & Shahnawaz Saqib & Ahmed Raza, 2020. "Role of Professional Service Quality and Communication Effectiveness in Predicting Relationship Commitment among Professional-Client in Lawyer Services," International Review of Management and Marketing, Econjournals, vol. 10(4), pages 89-95.

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