The impact of utilitarian, social and hedonic values on hotel booking mobile app engagement and loyalty: a comparison of generational cohorts

Abstract

PurposeThe primary purpose of this study was to examine the underlying consumer values that drive hotel booking mobile app users to engage more with the app and use the app continuously for hotel booking purposes.Design/methodology/approachBy conducting confirmatory factor analysis (CFA) and structural equation modeling (SEM) on the data collected through the Qualtrics online survey platform from 506 respondents in the United States, the proposed measurements and structural models were tested.FindingsThe findings for both Generation Xers and Millennials revealed that hedonic and social values influenced mobile app engagement, which strongly influenced mobile app loyalty. Thus, to enhance customer engagement and indirectly influence mobile app loyalty, the app value delivery should appeal to social and hedonic values. Although the utilitarian values for using apps had a potential direct impact on mobile app loyalty, the mediation analysis showed that mobile app engagement, when connecting consumption values to mobile app loyalty, served as a full mediator for Generation Xers and a partial mediator for Millennials.Practical implicationsThis study provides insights into how hotels and online travel agent (OTA) marketing managers may consider augmenting user engagement with hotel booking mobile apps. This study suggests that hoteliers and OTAs should further develop their user experience efforts to enhance the utilitarian features of their mobile app to increase revenue from repeat purchases. Additionally, this study provides implications for enhancing the hedonic and social features of hotel booking mobile apps to appeal to Millennials and Gen Xers.Originality/valueThis study developed and assessed an integrated model to investigate the relationships between consumption values, engagement and loyalty in hotel booking mobile apps. Furthermore, it examined generational cohorts' role in the relationships between these constructs.