Perceived firm innovativeness of Dutch tour operators The effect of perceived innovativeness of tour operators on purchase intention, customer loyalty and firm credibility
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2021-06-27
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en
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The aim of this thesis is to explore the dimensionality of perceived firm innovativeness (PFI) and its influence on consumer behaviors in a tour operator setting. More specifically, the research question studied is: “How does perceived innovativeness of tour operators affect firm credibility, customer loyalty and purchase intention?”. A conceptual framework is developed and hypotheses implied by the model were tested through a survey, resulting in a sample of 177 respondents. The results show that the dimensionality of PFI as proposed in earlier research does not hold in the tour operator context. Perceived change in value delivery, one of the proposed dimensions of PFI, showed to have a positive impact on purchase intention. Perceived firm innovativeness does not affect firm credibility, contrary to expectations. However, firm credibility positively influenced both purchase intention and customer loyalty. This thesis contributes in understanding the dimensionality of the perceived firm innovativeness construct and the influence of PFI on consumer behaviors. Furthermore, it gives managers of tour operators insights in how to allocate their innovation recourses. In order to increase purchase intention and customer loyalty, tour operators should focus on increasing firm credibility and showing change in their value delivery.
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Faculteit der Managementwetenschappen