Consequences of Customer Confusion in Online Hotel Booking

  • Kurt Matzler
  • Martin Waiguny

Abstract

Consumer Confusion is a relatively new concept in consumer behavior research. Increasingly, consumers get swamped by a large variety of opportunities to choose, similar products and information, and the increasing complexity of products and services. While previous studies mostly explored the markets for convenience- and shopping-goods in the stationary retail industry, this paper investigates the consequences of customer confusion in online booking of hotels. In the first part of the paper, the concept of consumer confusion and its outcomes are discussed. In the empirical part of the paper, based on a survey on 228 tourists, the causal relationships between customer confusion and its consequences are tested using structural equation modeling.

Keywords

consumer confusion online buying behavior choice behavior online booking 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Byrne BM. 2001. Structural equation modelling with AMOS. Lawrence Erlbaum Associates: Mahwah, New JerseyGoogle Scholar
  2. Cohen M. 1999. Insights into consumer confusion. Consumer Policy Review 9(6): 210–213Google Scholar
  3. Drummond G. 2004. Consumer confusion: Reduction strategies in higher education. The International Journal of Educational Management 18(5): 317–323CrossRefGoogle Scholar
  4. Fan X, Thompson B, Wang W. 1999. Effects of sample size, estimation methods, and model specification on structural equation modelling. Structural Equation Modelling: A Multidisciplinary Journal 6(1): 56–83Google Scholar
  5. Fornell C, Larcker DF. 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18(February): 39–50Google Scholar
  6. Hair JF, Anderson RE, Tatham RL, Black WC. 1998. Multivariate Data Analysis (5 ed.). Prentice Hall: Upper Saddle River, New JerseyGoogle Scholar
  7. Homburg C, Gierung A. 1996. Konzeptualisierung und Operationalisierung komplexer Konstrukte. Ein Leitfaden für die Marketingforschung. Marketing ZFP(l): 5–24Google Scholar
  8. Hu L-T, Bentler PM. 1999. Cutoff criteria for fit indices in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modelling: A Multidisciplinary Journal 6(1): 1–55CrossRefGoogle Scholar
  9. Kent RJ, Allen CT. 1994. Competitive interference effects in consumer memory for advertising: The role of brand familiarity. Journal of Marketing 58(July): 97–105Google Scholar
  10. Marcussen CH. 2003. Trends in European Internet Distribution — of Travel and Tourism Services, Vol. 2003Google Scholar
  11. Marsh HW, Balla JR. 1988. Goodness-of-fit indexes in confirmatory factor analysis: The effect of sample size. Psychological Bulletin 103(3): 391–410CrossRefGoogle Scholar
  12. Mitchell V-W, Papavassiliou V. 1997. Exploring consumer confusion in the watch market. Marketing Intelligence and Planning 14(4): 164–172CrossRefGoogle Scholar
  13. Mitchell V-W, Papavassiliou V. 1999. Marketing causes and implications of consumer confusion. Journal of Product and Band Management 8(4): 319–339CrossRefGoogle Scholar
  14. Mitchell V-W, Walsh G, Yamin M. 2004. Reviewing and redefining the concept of consumer confusion. Mansucript Manchester School of Management: Manchester Nielsen. 2003. Nielsen//NetRatings, Vol. 2003. NielsenGoogle Scholar
  15. O'Connor P. 2001. Room rates on the internet — is the web really cheaper? Journal of Service Research 1(1): 57–72MathSciNetGoogle Scholar
  16. Poiesz TBC, Verhallen TMM. 1989. Brand confusion in advertising. International Journal of Advertising 8(3): 231–244Google Scholar
  17. Rayman-Bacchus L, Molina A. 2001. Internet-Based Tourism Services: Business Issues and Trends. Futures 33(7): 589–605CrossRefGoogle Scholar
  18. Rudolph T, Schweizer M. 2003. Kunden wieder zu Käufern machen. Harvard Business Manager(Februar): 23–33Google Scholar
  19. Sproles GB, Kendall E. 1986. A methodology for profiling consumers' decision-making styles. Journal of Consumer Affairs 20(2): 267–279CrossRefGoogle Scholar
  20. Tabachnik BG, Fidell LS. 1996. Using Multivariate Statistics. Harper Collins: New YorkGoogle Scholar
  21. Turnbull PW, Leek S, Ying G. 2000. Customer confusion: The mobile phone market. Journal of Marketing Management 16: 143–163CrossRefGoogle Scholar
  22. Walsh G. 2002. Konsumentenverwirrtheit als Marketingherausforderung. Gabler Verlag: WiesbadenGoogle Scholar
  23. Walsh G, Hennig-Thurau T. 2002. Wenn Konsumenten verwirrt sind. Empirische Analyse der Wirkungen eines vernachlässigten Konstrukts. Marketing ZFP 24(2): 95–109Google Scholar
  24. West SG, Finch JF, Curran PJ. 1995. Structural equation models with nonnormal variables: Problems and remedies. In RH Hoyle (Ed.), Structural equation modelling. Concepts, issues, and applications. Sage: Thousand Oaks, CAGoogle Scholar
  25. Wiedmann K-P, Walsh G, Klee A. 2001. Konsumentenverwirrtheit: Konstrukt und marketingpolitische Implikationen. Marketing ZFP (2): 83–99Google Scholar
  26. Yesawich PB. 2000. National Leisure Travel Monitor. Yesawich, Pepperdine & Brown: OrlandoGoogle Scholar

Copyright information

© Springer-Verlag Wien 2005

Authors and Affiliations

  • Kurt Matzler
    • 1
  • Martin Waiguny
    • 2
  1. 1.Institute for Business Administration and Economics Department for Marketing and International ManagementUniversity of KlagenfurtAustria
  2. 2.eBusiness-Institute (biztec)University of KlagenfurtAustria

Personalised recommendations