Hotel privacy management and guest trust building: a relational signaling perspective
By using the tenets of relational signaling theory, this study proposes a conceptual model that investigates the effect of hotel privacy management (thin trust) on guests’ cognitive and affective trust (thick trust), which influences guest intention to accept personal information collection and swit...
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| Format: | Article |
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Elsevier
2022
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| _version_ | 1825938577622564864 |
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| author | Moon, Hyoungeun Yu, Jongsik Chua, Bee Lia Han, Heesup |
| author_facet | Moon, Hyoungeun Yu, Jongsik Chua, Bee Lia Han, Heesup |
| author_sort | Moon, Hyoungeun |
| collection | UPM |
| description | By using the tenets of relational signaling theory, this study proposes a conceptual model that investigates the effect of hotel privacy management (thin trust) on guests’ cognitive and affective trust (thick trust), which influences guest intention to accept personal information collection and switch to another hotel. Survey data was collected online and analyzed by using confirmatory factory analysis and structural equation modeling. The results reveal that hotels’ privacy policy, privacy assurance, and employees' information access control are the key factors forming guests’ cognitive and affective trust. While both cognitive and affective trust increase guests’ intention to accept information collection by hotels, only cognitive trust significantly decreases guests’ switching intention. This study also reveals that when hotels hold weaker reputation both cognitive and affective trust play a critical role in increasing guests’ acceptance of hotel information collection. Theoretical implications to the privacy-related literature and practical implications to hotel practitioners are discussed. |
| first_indexed | 2024-03-06T11:15:45Z |
| format | Article |
| id | upm.eprints-101716 |
| institution | Universiti Putra Malaysia |
| last_indexed | 2024-03-06T11:15:45Z |
| publishDate | 2022 |
| publisher | Elsevier |
| record_format | dspace |
| spelling | upm.eprints-1017162023-08-15T03:55:18Z http://psasir.upm.edu.my/id/eprint/101716/ Hotel privacy management and guest trust building: a relational signaling perspective Moon, Hyoungeun Yu, Jongsik Chua, Bee Lia Han, Heesup By using the tenets of relational signaling theory, this study proposes a conceptual model that investigates the effect of hotel privacy management (thin trust) on guests’ cognitive and affective trust (thick trust), which influences guest intention to accept personal information collection and switch to another hotel. Survey data was collected online and analyzed by using confirmatory factory analysis and structural equation modeling. The results reveal that hotels’ privacy policy, privacy assurance, and employees' information access control are the key factors forming guests’ cognitive and affective trust. While both cognitive and affective trust increase guests’ intention to accept information collection by hotels, only cognitive trust significantly decreases guests’ switching intention. This study also reveals that when hotels hold weaker reputation both cognitive and affective trust play a critical role in increasing guests’ acceptance of hotel information collection. Theoretical implications to the privacy-related literature and practical implications to hotel practitioners are discussed. Elsevier 2022 Article PeerReviewed Moon, Hyoungeun and Yu, Jongsik and Chua, Bee Lia and Han, Heesup (2022) Hotel privacy management and guest trust building: a relational signaling perspective. International Journal of Hospitality Management, 102. art. no. 103171. pp. 1-11. ISSN 0278-4319; ESSN: 1873-4693 https://www.sciencedirect.com/science/article/pii/S0278431922000330 10.1016/j.ijhm.2022.103171 |
| spellingShingle | Moon, Hyoungeun Yu, Jongsik Chua, Bee Lia Han, Heesup Hotel privacy management and guest trust building: a relational signaling perspective |
| title | Hotel privacy management and guest trust building: a relational signaling perspective |
| title_full | Hotel privacy management and guest trust building: a relational signaling perspective |
| title_fullStr | Hotel privacy management and guest trust building: a relational signaling perspective |
| title_full_unstemmed | Hotel privacy management and guest trust building: a relational signaling perspective |
| title_short | Hotel privacy management and guest trust building: a relational signaling perspective |
| title_sort | hotel privacy management and guest trust building a relational signaling perspective |
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