Confiança em apps de viagem: antecedentes e mediação da relação satisfação e lealdade
DOI:
https://doi.org/10.29149/mtr.v10i1.8767Keywords:
Aplicativos de viagem, confiança baseada em afeto, confiança baseada em cognição, Satisfação e lealdadeAbstract
New technologies have revolutionized how tourists make decisions related to organizing their trips, often bypassing intermediaries. This shift requires users of emerging technologies to develop new skills and, above all, trust in their tourism service providers. Although trust is crucial for the decision-making process of travel app users, the antecedents of trust, such as consumer behavior, and its role in the relationship between satisfaction and loyalty intention remain developing research areas. This study, grounded in Social Exchange Theory (SET) and the Service-Dominant Logic (SDL), aims to identify the main constructs antecedent to affect-based trust and cognition-based trust, as well as their implications for traveler satisfaction and loyalty intention. To achieve this objective, five thousand comments and reviews from users of the main travel apps available in virtual stores were collected. Each comment was coded, with researchers serving as judges for this stage, based on the literature on trust and consumer behavior, and content analysis. The results revealed the predominance of cognition-based trust compared to affect-based trust, as well as the decreasing relative importance of human assistance as users' experience increases. Following these conclusions, the authors conducted a post-hoc analysis to verify the robustness of the findings. In conclusion, the authors discuss the significant theoretical implications of software-assisted content analysis, highlighting the use of user testimonials as a data source, as well as the managerial implications that emphasize the importance for industry practitioners of building trust for the use and dissemination of such apps. Finally, the study's limitations are addressed, and directions for future research are pointed out.
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