Discovering the relationship among knowledge management, sustainability marketing and service improvement: the moderating role of consumer interest

Purpose The purpose of this study was to demonstrate “what” critical attributes are actually associated with the development of blockchain technology and “how” it influences service improvement in the context of tourism and hospitality operations. Design/methodology/approach This paper aims to provide a new and novel viewpoint by using the blockchain perspective to discover the relationships between knowledge management, sustainability marketing and service improvement using 311 samples collected from tourism and hospitality firms in Taiwan. Findings The results show that knowledge management may influence service improvement through sustainability marketing commitment. Furthermore, the study found that consumer interest may strengthen the relationships between knowledge management, sustainability marketing and service improvement. Additionally, the sub-dimension of knowledge management is also discussed in the integrated mediation–moderation model. Practical implications The results provide sufficient support for employees or managers undertaking new technology or development to facilitate business-to-consumer trade models in their present and future operations. Originality/value The study advances the existing tourism and hospitality literature by identifying consumer interest as an important effective characteristic that may positively strengthen the relationship among critical attributes of knowledge management and sustainability marketing commitment during the service improvement process.