Contactless but loyal customers: The roles of anxiety and sociability in the hotel service context |
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| Affiliation: | 1. Carthage Business School, University of Tunis Carthage, Tunis, Tunisia;2. Marketing Department, College of Business Administration, King Saud University, Riyadh, 12372 , Saudi Arabia;3. ISEG – Lisbon School of Economics and Management, Universidade de Lisboa, Rua do Quelhas 6, 1200-781, Lisbon, Portugal;4. Birmingham Business School, Birmingham University, Edgbaston Park Road, Birmingham, B15 2TY, United Kingdom;5. University of Sheffield Management School, Western Bank, Sheffield, S10 2TN, United Kingdom;6. Carroll School of Management, Boston College, Chestnut Hill, MA, 02467, USA;1. School of Management and Economics, University of Electronic Science and Technology of China, Chengdu 611731, China;2. Centre for West African Studies, University of Electronic Science and Technology of China, Chengdu 611731, China;3. Department of Psychology, Zhejiang Normal University, China No. 688 Yingbin Avenue, Jinhua, Zhejiang Province, 321004 China;4. School of Business, Management and Economics, University of Kigali, Rwanda;5. Department of Marketing and Entrepreneurship, University of Ghana Business School, Ghana;6. Business School, University of the Free State, South Africa;7. Finance Directorate, Koforidua Technical University, Koforidua, Ghana |
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| 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. |
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| Keywords: | Contactless service Customer loyalty COVID-19 pandemic Customer anxiety Customer sociability |
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