Digital Engagement and Firm Profitability: An Empirical Investigation of Thai Large Hotels
Keywords:
Digital Engagement, Firm-Consumer Exchange, Service Innovation, Technology Orientation, Firm PerformanceAbstract
This study examines the effect of digital engagement on firm profitability, with firm-consumer exchange and service innovation as mediators, and technology orientation as a moderator. Data were gathered from a census of 506 large hotels in Thailand with 132 usable responses resulting in multiple regression hypothesis tests. Results of data analyses indicate that higher levels of digital engagement positively influence firm-consumer exchange, service innovation, and profitability. However, technology orientation does not moderate the link between digital engagement and its outcomes, but it gives strength to the relationship between firm-consumer exchange and profitability. This study enhances service industry knowledge by illuminating how digital engagement can drive key business results. firms are encouraged to develop customer-centric digital strategies and use technology to drive engagement, innovation, and long-term profitability. Longitudinal designs, as well as broader contexts, will be important for future research.
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