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Abstract

Despite their widespread use in the hotel industry, limited research has been conducted on post-stay emails. Therefore, this study was designed to examine the effects of post-stay email features on customers’ attitudes towards a brand and their revisit intention. The email features analysed in the study consisted of personalization, message copy, interactivity, financial and illustration. Further, the effectiveness of each email feature was measured based on respondents’ leisure involvement levels. Results indicated that personalization, interactivity and financial features were significant predictors of revisit intention depending on customers’ involvement levels, while attitude was a significant mediator. Overall, the findings from the study add to the knowledge of how post-stay emails can be used when formulating customer retention strategies.

Keywords

Customer retention customer segmentation email marketing hospitality marketing leisure involvement level

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Post-stay email marketing implications for the hotel industry: Role of email features,attitude,revisit intention and leisure involvement level

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