Purpose: The purpose of this paper is to understand loyalty in the multichannel retail context. The paper analyses the interplay between offline and online loyalty and the direct and indirect effects on loyalty of brand trust and brand attachment, in a cross-cultural study. Design/methodology/approach: Online survey answered by 761 multichannel apparel shoppers in two countries (UK and Spain). Structural equation model multigroup analysis is performed to test the hypothesized relations and the role of culture as a moderating variable. Findings: Online loyalty is largely driven by offline loyalty, which is also positively affected by brand trust and brand attachment. These relationships hold across the two different cultures. Research limitations/implications: The findings confirm the validity of applying the theory of cognitive dissonance to explain multichannel shopping behaviours. The authors did not find culture that affects the relationships in the model; however, the validity of these findings should be tested considering other cultural variables different from nationality. Practical implications: Multichannel retailers should focus on building trust and attachment towards the brand if they want to get online and offline loyalty. The efforts to build stronger bonds between the customer and the retail brand translate into higher loyalty, particularly towards the offline channels. Originality/value: This paper extends the literature on the interactions between online and offline behaviour by focussing on the power of the brand to build strong customer bonds. The model considers the role of brand attachment together with brand trust in offline and online loyalty simultaneously.

E-learning is characterized both by human-human interaction (between students, fellow students and teachers) and by human-machine interaction (between students and e-learning software) to support the learning process. Since several studies point out that men and women differ in their interaction with technology, we perform one-way and inter-individual factor ANOVA analyses to test the existence of significant differences in the assessment and use of e-learning activities by male and female students in the context of an online project between two European universities. As a result, there are few differences between male and female students in their use of e-learning and their motivation and satisfaction

Customer perceived value has a subjective nature, since it means an evaluative judgment. In the literature, it has been noted that the value received by th

Due to the growing awareness of consumers about the seriousness of environmental problems and the importance of environmental protection, more and more hotel companies have been developing green practices to respond to this environmental concern of customers. This paper proposes and tests the relationship between these "green" initiatives and the satisfaction of tourists and their intentions to return and their willingness to spread a positive word-of-mouth (WOM) of the hotel. In order to compare the hypotheses proposed, the methodology of the survey is used through a structured questionnaire based on the information provided by guests staying in 3 and 4-star hotels. The results show that there is a positive relationship between "green" practices and customer satisfaction, and in turn provides evidence of the effect of environmental measures, both direct and mediated through satisfaction, on the intention to return and the WOM developed by guests. Moreover, the motive of the trip plays a moderating role in the relationship between hotel “green practices” and guest satisfaction. Our work highlights the importance of the hotel companies' implementation of sustainable practices to meet the needs of their clients and the attainment of favourable attitudes towards their intention to return.

Research on loyalty in tourism is becoming an area particularly relevant in the design of strategies for tourism companies oriented towards creating and continuing customer relationships. In this context, the present paper aims at studying loyalty formation in its two approaches (attitudinal and behavioral) from a dual purpose. First, we conduct a literature review on loyalty conceptualization in the context of tourism and focus on the main background — satisfaction, service quality, value and customer commitment — and moderator variables — consumer variety seeking and demographic characteristics. Then a model about direct and indirect relationships between these variables is presented. Next, further research and practical implication of this approach are discussed.