皖南区域经济型酒店发展现状与分析

皖南区域是以黄山为龙头,“两山一湖”地区为重点,皖南六市为基础的安徽旅游第一大板块。该文通过对皖南旅游区域酒店等级数量现状和供求市场的分析,指出现存酒店发展中存在的结构问题和供求矛盾,进而探讨其发展经济型酒店的模式和发展方向。     

社交网络持续使用：从众行为和习惯调节作用

文章通过探究在社交网络服务（SNS）情境下从众行为和习惯对用户持续使用意向的影响来拓展ECM-IT模型。结合从众行为和习惯的相关研究,提出了从众行为和习惯调节感知有用性和使用满意度对用户持续使用意向的影响的研究模型。通过问卷调查的方式收集了202份中国社交网络服务用户的数据,并利用实证研究方法进行数据分析。研究结果表明,从众行为增强了感知有用性对用户持续使用意向的影响作用;习惯减弱了使用满意度对持续使用意向的影响作用。最后,提出了文章的管理启示以及对后续研究的一些建议。     

Effect of community relationship management,relationship marketing orientation,customer engagement,and brand trust on brand loyalty: The case of a commercial bank in Thailand

Business uncertainty due to the COVID-19 pandemic has brought financial and banking industries under stress. This study examines brand loyalty (BL) in the Thai banking industry by integrating community relationship management (CoRM) (4Cs model), relationship marketing orientation (RMO), customer engagement (CE), and brand trust (BT). It analyzes how a Thai commercial bank used four success factors to create new client acquisition, business efficiency, long-term relationships, and BL. We use quantitative data and structural equation modeling (SEM) to identify variables influencing the BL of 1650 customers of a Thai commercial bank. We found CoRM and RMO's key success factors indirectly affected BL by mediating CE and BT. These results may improve sustained performance effectiveness in the banking industry now and in the future.