Online relationship avoidance over time

Hong-Youl Ha and Je-Won Lee

The Service Industries Journal, 2010, vol. 32, issue 9, 1451-1468

Abstract: Although several researchers have examined the factors that prompt consumers to form a relationship with a firm or brand, this study looks at the factors that prompt consumers to deliberately avoid a relationship. The current study examines online relationship avoidance intentions in the online travel industry. The study focuses on attribute-level evaluations (e.g. high system requirement, low safety, and low benefit), develops a theoretical framework for conceptualizing relationship-hindering perceptions with temporal effects, and empirically tests it using longitudinal data. Results show that the relationship between attribute-level evaluations and relationship-hindering perceptions is dynamic and changes over time. Further, the findings reveal significant temporal effects of relationship-hindering perceptions and non-relationship intentions at time points T and T + 1. This study presents compelling possibilities in terms of strategically managing the e-Travel sites, such that the relationship-hindering perceptions of repeat visitors to the website can be reduced thus affecting relationship avoidance intentions which would in the long run enhance customer lifetime value for the company.

Date: 2010
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DOI: 10.1080/02642069.2010.531262

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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