Factors affecting customers’ intention to use of location-based services (LBS) in the lodging industry [Summary]
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The research suggests that LBS service providers should acknowledge that location awareness is the most influential attribution among variables that affect user attitudes. Practitioners should know that developing technology to provide more accurate user location would lead to the elevation of their reputation and user satisfaction. Secondly, developers should strive to find fun and entertaining factors in their LBS services such as location-based games and location-based SNS because those will create added value for users.