Ảnh hưởng của siêu cá nhân hóa và tích hợp kênh đến ý định tiếp tục sử dụng hợp kênh trong lựa chọn khách sạn:  Vai trò điều tiết của danh tính di động

Quỳnh Trần Xuân; Mai Nguyễn Thị Thanh

doi:10.24311/jabes/2025.36.9.04

Authors

Quỳnh Trần Xuân Trường Đại học Kinh tế - Đại học Đà Nẵng Author
Mai Nguyễn Thị Thanh Trường Đại học Kinh tế - Đại học Đà Nẵng Author

DOI:

https://doi.org/10.24311/jabes/2025.36.9.04

Keywords:

Mobile customer identity, Omnichannel retailing, Channel integration, Hyper-personalization

Abstract

This study aims to analyze the impact of hyper-personalization and channel integration on omni-channel satisfaction, usage habit, and the intention to continue using omni-channel hotel booking in Vietnam, while also exploring the moderating role of mobile identity. Data were collected through an online survey of 401 users who had recently experienced omni-channel hotel booking. The results reveal that hyper-personalization and channel integration both have a positive effect on omni-channel satisfaction and usage habit, which in turn influence the intention to continue using. Mobile identity was found to have a significant moderating effect on omni-channel satisfaction. The study also offers several practical implications for hotels in Vietnam in developing omni-channel customer engagement strategies and personalized marketing approaches.

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