Post on 25-Dec-2014
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ENTER 2014 Research Track Slide Number 1
Breaking Up Is Hard To Do:Why Do Travellers Unlike
Travel-Related Organizations?
Ulrike Gretzel and Anja Dinhopl
University of Wollongong, Australia
ENTER 2014 Research Track Slide Number 2
Web 2.0 Marketing• Engaged and empowered consumers (Sigala,
2007; Chung & Buhalis, 2008; Schmalleger & Carson, 2008; Constantinides & Foundtain, 2008; Shao, Davila Rodriguez & Gretzel, 2012)
• Emphasis on customer relationship management (Gupta, Jones & Coleman, 2004; Niininen, Buhalis & March 2007; Li & Petrick, 2008; Niininen, March & Buhalis, 2006)
• Emphasis on social networking sites as a central communication tool for CRM (Yoo & Gretzel, 2010; Gretzel, Fesenmaier, Formica & O’Leary, 2006)
ENTER 2014 Research Track Slide Number 3
From CRM to CRM 2.0 (Yoo & Gretzel, 2010)
CRM• One-way communication• Offline customer service
center• Limited customer data
• Limited C2C communication
• Delayed response
CRM 2.0• Feedback from customer• Online customer service
• Customer identification with data mining
• Virtual customer communities
• Real-time communication
ENTER 2014 Research Track Slide Number 4
Previous Research
Relationship Creation Relationship Maintenance
× Relationship Termination– Who unlikes?– Why do they unlike? – Implications for CRM?
ENTER 2014 Research Track Slide Number 5
Method• Online survey through panel provider during
01/2013 in Australia, UK, US, Canada, and India. • Sample of 3,635 Travellers (= respondents who
generally take at least one domestic or international vacation each year)– N = 898 have ever liked a travel-related company or
destination on facebook– N = 127 have ever unliked a travel-related company or
destination on facebook
ENTER 2014 Research Track Slide Number 6
Analysis
Quantitative Analysis• Results for both travel-related
companies and destinations will be presented together (referring to travellers who have unliked a travel-related company and/or destination as travellers who have unliked a travel-related organization)
• Statistically significant Chi Square results (at p<0.05 level)
Qualitative Analysis• Two open-ended questions for
respondents to elaborate on their motivations for unliking
• Inductive approach
Describing differences among those who have unliked a travel-related organization and those who have liked, but never unliked, a travel-related organization
ENTER 2014 Research Track Slide Number 7
Results• Unliking travel-related businesses is not often
reported – 14.1% of travellers who have liked a travel-related
organization on facebook have also unliked – equivalent to 3.5% of all travellers in the sample.
• Overlap between unlikers– 51.2% have only unliked a travel-related company,
32.3% have only unliked a destination, and 16.5% have unliked both.
ENTER 2014 Research Track Slide Number 8
Dating Profiles
http://blogs.villagevoice.com/runninscared/2011/02/10_rules_for_re.php
ENTER 2014 Research Track Slide Number 9
It’s Not You,
It’s Me
It’s Not You,
It’s Me Demographic Differences Have
Unliked Have Not Unliked
Gender Male 52.8 45.7 Female 47.2 54.3
Age 18 – 24 11.0 14.8 25 – 34 33.1 25.8 35 – 44 22.0 22.4 45 – 54 18.9 17.9 55+ 15.0 19.1
Education Do not have a university degree 29.2 38.5 Undergraduate degree 34.6 29.2 Postgraduate degree 36.2 32.3
Employment Status Working full-time or part-time 76.4 57.5 Unemployed/Retired 7.9 25.0
Country Australia 18.9 21.6 Canada 20.5 21.0 United Kingdom 11.0 22.8 United States 10.2 19.6 India 39.4 15.0
ENTER 2014 Research Track Slide Number 10
I’m not good at
relationships
I’m not good at
relationships Psychographic Differences
• Less likely to commit
• Less likely to be conscientious, more likely to be extraverted
Have Unliked
Have Not Unliked
Gender
Relationship Status Not in a relationship 22.0 23.3 Uncommitted relationship (not living together) 15.0 8.7 Committed relationship (living together/married) 61.4 66.4
Employment Status
ENTER 2014 Research Track Slide Number 11
I’m not ready to
settle down
I’m not ready to
settle down
Differences in Vacation Planning Behavior
• More likely to plan vacations online (49.6% vs. 29.1%)• More likely to use social media for vacation planning
(66.9% vs. 60.7%)• More likely to interact with travel-related companies on
facebook (86.4% vs. 79.7%) Have
Unliked Have Not Unliked
Gender
Activity on a travel-related company or destination timeline
86.4 79.7
Commented on a post 31.5 19.5 Shared a post with others 29.9 21.6 ‘Liked’ a post 35.4 31.0 Invited others to become fans 20.5 11.9 Downloaded an application 14.2 8.6 Participated in a discussion 21.3 13.5 Sent a private message to the company/destination 21.3 9.5
ENTER 2014 Research Track Slide Number 12
We should
see other people
We should
see other people
Differences in Vacation Behavior
• Travel more frequently– 5+ in-country vacations/year: 26.0% vs. 18.4%– 5+ international vacations/year: 6.3% vs. 3.4%
• More likely to visit different destinations
ENTER 2014 Research Track Slide Number 13
Reasons for Breaking Up
http://blogs.villagevoice.com/runninscared/2011/02/10_rules_for_re.php
ENTER 2014 Research Track Slide Number 14
Reasons for Breaking Up
Travel-related company• Company-related
– bad experience – lack of interest in purchasing
from the company– change in promotional offers
• Social media-related– too high or too low frequency
of posts– lack of information provided
by the company’s posts
Destination• Destination-related
– bad experience – lack of interest in visiting the
destination– spill-over of a destination’s
bad reputation to one’s own• Social-media related
– high frequency of posts
ENTER 2014 Research Track Slide Number 15
Bad experienceTravel-related company
• Bad customer service• Failure to live up to
travellers’ expectations
“I had a bad experience when renting a car at a local Enterprise location and
wanted nothing further to do with that company ever.”
Destination• Wider range,more specific, more
consideration• Beyond scope of DMO
– encounters with local people– insufficient infrastructure– lack of cleanliness– high costs– bad experiences with other travel-
related companies
“It was somewhere that I had travelled to that I did not like – I would not dislike a place unless I
have been there.”
ENTER 2014 Research Track Slide Number 16
Lack of interestTravel-related company
• Promotional period or contest over
“It wasn’t an airline I used, I liked it for the promotion,
then unliked it later.”
Destination
• Safety concerns“Warfare being active there, or
highly probably (sic) to occure (sic) soon.”
• Spillover of bad reputation to one’s own“The location had a bad reputation like Dachau.”
ENTER 2014 Research Track Slide Number 17
Social-media relatedTravel-related company
• High frequency of posts“They started filling up my
newsfeed.” • Sell push only, otherwise lack of
information in posts“If any company doesnt (sic) have
much to say or is [a] hard sell all the time then i (sic) dont (sic) see the point in being with them […] they need to talk to us in other
ways and create shared interests with us.”
Destination
• Frequency of posts less consistently mentioned as reasons for unliking
• Destinations NOT seen as businesses wanting to sell a product– Extension of own reputation– Experiential CV
ENTER 2014 Research Track Slide Number 18
Conclusions• Differences between travellers• Different motivations for unliking between
travel-related companies and destinations– Company: functional and tenuous– Destination: deeper emotional attachment
ENTER 2014 Research Track Slide Number 19
Implications• Engage customers on social media without
relying on traditional sales approaches– Consumer as a co-creator of value and a co-manager of
conversations
• Need to not only monitor customer engagement but also disengagement– Companies: breakup related to social media behaviour– Implement a strategic social media marketing plan: prevent
losing customers for reasons related to the company’s social media presence
ENTER 2014 Research Track Slide Number 20
Limitations and future research• Limitations
– Small sample size– Respondents from 5 different countries (may not capture or
overstate differences/similarities)
• Future Research– Emotional experience of the act of unliking– Travellers who never establish a relationship– Which communication strategies are appropriate for which
audience?– How selective are travellers in establishing relationships? Impact on
unliking?
ENTER 2014 Research Track Slide Number 21
Thank you!
ugretzel@uow.edu.au