Understanding how O2O service synergies drive customer continuance intention: a study of OTAs and hotels

Grandys Frieska Prassidaa,b, Ping-Yu Hsub and Yu-Wei Changc
aDepartment of Information Systems, Universitas Internasional Semen Indonesia, Gresik, Indonesia; bDepartment of Business
Administration, National Central University, Zhongli, Taiwan; cDepartment of Business Management, National Taichung
University of Science and Technology, Taichung, Taiwan

Abstract

This study broadens the understanding of how online-to-offline (O2O) service synergy enhance customer satisfaction and further drive customer continuance intention. Drawing on the self-regulatory process, halo effect, and the O2O business model, this study is the first to investigate the interconnected relationship between online service quality and the perceived value of offline services in relation to online and offline satisfaction. The findings reveal that online service quality and the perceived value of offline services are crucial antecedents of customer satisfaction, resulting in increased customer continuance intention to use online services

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