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Article
Publication date: 1 June 2015

Beatriz Moliner Velázquez, María Fuentes Blasco and Irene Gil Saura

The purpose of this paper is to investigate how information and communication technology (ICT) adoption in hotels contributes to satisfaction and loyalty from the consumer…

Abstract

Purpose

The purpose of this paper is to investigate how information and communication technology (ICT) adoption in hotels contributes to satisfaction and loyalty from the consumer perspective, considering the online dimension of recommendations.

Design/methodology/approach

A quantitative research based on a structured questionnaire and using a personal survey method was developed. Surveys were conducted on 386 guests from Spanish hotels. Causal methodology by testing structural equation model was applied.

Findings

Significant relationships are obtained in the sequence “ICT use perception – satisfaction with ICT – overall satisfaction with the hotel – dimensions of loyalty” and the mediating effect of positive electronic word-of-mouth intention between ICT satisfaction and general intention to recommend the hotel is confirmed.

Research limitations/implications

Future research can replicate these relationships in other tourist services and employ multidimensional scales to measure word-of-mouth behaviour.

Originality/value

The novelty of this work is that it studies the relationships between ICT, satisfaction and loyalty in hotel services, paying particular attention to positive word-of-mouth behaviour, both conventional and online.

Objetivo

El propósito de este trabajo es investigar la contribución que tiene la adopción de las TIC en los hoteles en la satisfacción y la lealtad, desde la perspectiva del consumidor y considerando la dimensión online de las recomendaciones.

Diseño/metodología

Se desarrolló una investigación cuantitativa basada en un cuestionario estructurado y empleando el método de la encuesta personal. Se realizaron 386 encuestas a huéspedes de hoteles españoles. Se aplicó la metodología causal testando un modelo de ecuaciones estructurales.

Hallazgos

Se obtienen relaciones significativas en la secuencia “percepción de los clientes del uso de las TIC – nivel de satisfacción con las TIC – nivel de satisfacción general con el hotel – dimensiones de la lealtad” y se confirma el efecto mediador que tiene la intención del boca-oreja online entre la satisfacción con las TIC y la intención general de recomendar el hotel.

Limitaciones/implicaciones

En futuras investigaciones se pueden replicar estas relaciones en otros servicios turísticos y emplear escalas multidimensionales para medir la conducta de boca-oreja.

Originalidad/valor

La novedad de este trabajo radica en el estudio de las relaciones entre las TIC, satisfacción y lealtad en los servicios hoteleros poniendo especial atención en la conducta de boca-oreja positivo, tanto convencional como online.

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Article
Publication date: 10 September 2020

Sidra Shehzadi, Qasim Ali Nisar, Muhammad Sajjad Hussain, Muhammad Farhan Basheer, Waseem Ul Hameed and Naveed Iqbal Chaudhry

This study is undertaken to examine the role of information and communication technology (ICT), e-service quality and e-information quality towards brand image of

Abstract

Purpose

This study is undertaken to examine the role of information and communication technology (ICT), e-service quality and e-information quality towards brand image of universities by concentrating on students’ e-learning, e-word of mouth and satisfaction.

Design/methodology/approach

The target population was the students of public and private universities in Pakistan. Data collected using an e-questionnaire by 408 students were subjected to PLS-SEM for analysis.

Findings

Findings revealed that ICT, e-service quality and e-information quality are positively contributed toward students' e-learning which ultimately leads to create positive e-word of mouth and students' satisfaction. Meanwhile, results also identified that e-word of mouth and students' satisfaction lead to generate a positive brand image of universities.

Practical implications

This study has unique implications for universities to develop an e-learning platform to facilitate their students in this situation of COVID-19. It provides guidelines for educational institutions to implement the learning management system effectively with a view to facilitate the students with education.

Originality/value

This study has novel contribution in literature in the domain of digital learning. It is unique in a way to integrate the usage of technology with students' e-learning and satisfaction that ultimately create brand image of universities.

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Article
Publication date: 2 September 2014

Hsin Chen, Anastasia Papazafeiropoulou, Ta-Kang Chen, Yanqing Duan and Hsiu-Wen Liu

The purpose of this paper is to understand the factors which impact upon the consumers’ willingness to utilise company Facebook pages and e-word-of mouth by proposing and…

Abstract

Purpose

The purpose of this paper is to understand the factors which impact upon the consumers’ willingness to utilise company Facebook pages and e-word-of mouth by proposing and testing a conceptual framework which is inspired by theories in marketing and information systems fields. The authors believe that only by applying both theories will provide a more complete understanding of the relationship between brand experience and Facebook. The research model attempts to illustrate the factors according to customers’ intrinsic and extrinsic motivations and their impact on brand experience, brand Facebook page loyalty and e-word-of-mouth (E-WOM).

Design/methodology/approach

The authors adopted an online survey method for data collection. The subjects the authors used were Facebook users. The data were collected in Taiwan over spring 2011. The authors then used the structural equation model to analyse the data collected.

Findings

The findings suggest that users are influenced by the technical characterises of a brand Facebook page, such as ease of use and usefulness, which might be combated by attempting to reduce customer effort when accessing Facebook pages. The authors conclude that customer effort influenced brand experience and consequently loyalty to brand Facebook pages and E-WOM.

Research limitations/implications

The limitations of this study relate to the investigation of consumer perspectives in a specific geographical context and time frame.

Originality/value

The study's contributions are both theoretical and practical, as it offers new insights into brand experience attitudes in an online environment and useful insights to companies willing to market themselves on Facebook.

Details

Journal of Enterprise Information Management, vol. 27 no. 5
Type: Research Article
ISSN: 1741-0398

Keywords

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Article
Publication date: 16 March 2012

Loredana Di Pietro, Francesca Di Virgilio and Eleonora Pantano

The aim of this paper is to investigate how social networks can become the main tool for achieving fast and detailed information for the choice of tourism destination, in…

Abstract

Purpose

The aim of this paper is to investigate how social networks can become the main tool for achieving fast and detailed information for the choice of tourism destination, in order to deeply understand the benefits of these media for promoting tourism destinations in a global perspective, reaching a wider range of potential visitors, and developing ad hoc and marketing strategies with benefits for competitive advantage on the market.

Design/methodology/approach

The research focuses on an extended Technology Acceptance Model (TAM) which also integrates the constructs e‐wordofmouth communication and enjoyment. In particular, 1,397 experience users have been involved.

Findings

The main findings are related to the key role of e‐word of mouth communication on both the perception of usefulness and the attitude towards the use of social network as powerful tool for the choice of tourism destinations; as well as to enjoyment which underlines the role of the fun provided by the social network and represents a stronger predictor for consumer attitude and tourism behavior intention.

Research limitations/implications

This research does not focus on a specific tourists' destinations, thus the presence of different destinations may affect consumers in different ways, according to their involvement towards to a particular destination. This study contributes to deepening the scientific debate on the tourist's destinations.

Practical implications

The findings of this research support the development of tourism marketing and communication strategies focused on the online contexts as factors capable of influencing tourists' behaviour in a more efficient way.

Originality/value

This paper focuses on the web‐based technologies, like social media, in order to deeply understand to what extend tourists accept the usage of these technologies for the choice of destination, by providing issues for researchers and practitioners. The present research is of a multidisciplinary value, by linking business science, psychology and social science.

Details

Journal of Hospitality and Tourism Technology, vol. 3 no. 1
Type: Research Article
ISSN: 1757-9880

Keywords

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Article
Publication date: 8 January 2018

Sérgio Moro and Paulo Rita

This paper aims to present an automated literature analysis to unveil the drivers for incorporating social media in tourism and hospitality brand strategies.

Abstract

Purpose

This paper aims to present an automated literature analysis to unveil the drivers for incorporating social media in tourism and hospitality brand strategies.

Design/methodology/approach

To gather relevant literature, Google Scholar was queried with “brand”/“branding” and “social media” for articles in ten top-ranked tourism and hospitality journals, resulting in a total of 479 collected articles. The methodology adopted for the analysis is based on text mining and topic modeling procedures. The topics discovered are characterized by terms belonging to a dictionary previously compiled and provide a segmentation of the articles in coherent sets of the literature.

Findings

Most of the 213 articles that encompass a strong relation between social media and branding are mentioning mainly brand building stages. A large research gap was found in hospitality and tourism considering that, besides advertising, no topic was discovered related to known brand strategies such as co-branding or franchising.

Practical implications

The present analysis concludes that specialized tourism and hospitality literature needs to keep pace with research that is being conducted on a wide range of industries to assess the influence of social media.

Originality/value

The automated analysis approach used has no precedent in tourism and hospitality research. By including an innovative topical concept map, it led to identifying and summarizing the topics, providing a clear picture on the findings. This study calls for research by specialized tourism and hospitality publications, eventually leading to special issues on this vibrant subject.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 1
Type: Research Article
ISSN: 0959-6119

Keywords

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Article
Publication date: 4 November 2014

Lluisa Llamero

The purpose of this paper is to find out how credibility judgements intervene in the consumption of electronic-Word of Mouth (e-WOM) in tourism, as there is discrepancy in…

Abstract

Purpose

The purpose of this paper is to find out how credibility judgements intervene in the consumption of electronic-Word of Mouth (e-WOM) in tourism, as there is discrepancy in the literature about its influence on decision-making processes.

Design/methodology/approach

A qualitative approach is explored, based on semi-structured interviews and observation through think-aloud protocol. This methodology provides fruitful insights as it focuses on the users’ browsing habits. The author interviewed a sample of professionals of tourism, cybertourists and bloggers.

Findings

Results reveal that only part of e-WOM is granted credibility. Therefore, its persuasiveness depends on those limited positive judgements. Travellers use a conceptual mindset and a series of cognitive heuristics (homophily, crowd consensus, etc.) to assess credibility. Formal knowledge background and social pressures have proven to be weak.

Research limitations/implications

This study is limited to a reduced sample of informants but their adjustment to the most typical profiles interviewed compensates this restriction. Another limitation is that data comes from a single cultural context (Spain), but on the other hand provides data that did not exist in the international literature on the topic.

Practical implications

Outcomes can help tourism managers to monitor key heuristics employed by end-users in webs of e-WOM and detect new trends of travelling habits.

Originality/value

The paper is original in that it establishes the rationalities behind the daily use of cognitive heuristics explored through different traveller's profiles.

Details

Online Information Review, vol. 38 no. 7
Type: Research Article
ISSN: 1468-4527

Keywords

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Article
Publication date: 1 February 2006

Ding Hooi Ting

This paper aims to bring a new insight by examining the satisfaction model in a more complex manner to capture the variations of the satisfaction construct better.

Abstract

Purpose

This paper aims to bring a new insight by examining the satisfaction model in a more complex manner to capture the variations of the satisfaction construct better.

Design/methodology/approach

The paper presents a subsequent expansion from a previous research. The methodology used is similar, as the researcher believes that it is the best way to measure and to capture the curvilinear relationship of the variables under study. Regression of a higher form has been discussed and established and three variables were tested, i.e. wordofmouth referrals (dependent variable), satisfaction (independent variable), and ownership (moderating variable). In order to test for the moderating effect, the hierarchical moderated regression analysis has been employed.

Findings

This study contributes to the body of knowledge in two ways. First, a literature review and exploratory study suggest that marketers should consider a higher‐order model in the models of satisfaction. Second, further considerations should be made to determine the curvature of the relationship where the researcher suggested that there might be a “U”‐shaped relationship between satisfaction perception and word‐ofmouth referrals when there is a change in ownership.

Research limitations/implications

Customer satisfaction should be seen as a non‐linear construct. In fact, in most industries there are tendencies to build marketing strategies around their core services. However, this research suggests that customers in Malaysia view beyond satisfaction in choosing their banks. Malaysian bank customers prefer patronizing banks from the same ethnic group as theirs, where banks owned by the same ethnic group as the customers are able to moderate the satisfaction level.

Originality/value

The paper shows and suggests how satisfaction construct should be measured in a non‐linear form with interaction in a different cultural context as in the banking sector in Malaysia.

Details

International Journal of Bank Marketing, vol. 24 no. 2
Type: Research Article
ISSN: 0265-2323

Keywords

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Article
Publication date: 29 June 2017

Mattia Bianchi, Anthony Di Benedetto, Simone Franzò and Federico Frattini

The purpose of this paper is to bring new empirical evidence to the controversial role of early adopters in the diffusion of innovations in industrial markets.

Abstract

Purpose

The purpose of this paper is to bring new empirical evidence to the controversial role of early adopters in the diffusion of innovations in industrial markets.

Design/methodology/approach

The authors apply an actor market configuration perspective to the analysis of four longitudinal case studies regarding the commercialization of new products in the textile, plastic and energy industries.

Findings

The diffusion of innovation is an interactive and iterative process where the commercializing firm engages in repeated interactions with different categories of companies that are targeted as potential early adopters. This process ends when the commercializing firm identifies a category of early adopters that can stimulate subsequent acceptance in the later market, by playing one of the following two roles, i.e. word-of-mouth trigger and industry benchmark. During this process, through which the role of the early adopters is constructed proactively by the commercializing firm, the product innovation is also subject to changes to provide a better fit with the selected category of early adopters.

Research limitations/implications

The paper calls for a re-conceptualization of the diffusion process, from a passive identification of early adopters to an interactive process that entails a trial-and-error approach in the targeting and involvement of different categories of early adopters, which ends when the innovation reaches the desired levels of diffusion.

Practical implications

The study provides managers with a number of recommendations for selecting the most proper category of early adopters for their innovations, depending on the role they are more likely to play and the influence they will exert on subsequent acceptance in the later market.

Social implications

The study provides managers with a number of recommendations for targeting, through a trial-and-error process, early adopters and working with them to champion the dissemination of new technologies.

Originality/value

This paper significantly adds to existing literature on the diffusion of innovation, which has up to now conceived early adopters as static and given entities, which cannot be proactively selected by the commercializing firm, and innovation as an immutable object.

Details

European Journal of Innovation Management, vol. 20 no. 4
Type: Research Article
ISSN: 1460-1060

Keywords

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Article
Publication date: 20 September 2019

Muhammad Naeem

Customers are increasingly interested in reading discussions, experiences, recommendations and reviews on social media platforms related to services and products in which…

Abstract

Purpose

Customers are increasingly interested in reading discussions, experiences, recommendations and reviews on social media platforms related to services and products in which they are highly interested. The purpose of this paper is to find the availability of user-generated content (UGC) in the context of Islamic banks and how it can enhance the level of brand engagement and purchase intention of customers.

Design/methodology/approach

The methodology for this research is designed by following the features of qualitative research methods and a social constructivism approach. Furthermore, non-directive and semi-structured in-depth interviews are constructed to accumulate research data from marketing teams and customers of Islamic banks. The respondents have been carefully chosen on the basis of purposive sampling and their level of awareness related to Islamic banks.

Findings

Islamic banks are more frequently using traditional marketing tools that are unable to enhance levels of information among the targeted population and prove an expensive way of marketing. The findings reveal that Islamic banks lag behind in adopting the latest information exchanging technologies compared to conventional banking systems. A lack of skilled people, reputation and trust, lack of e-marketing strategy and lower levels of investment in social media platforms are major barriers to generate UGC, brand engagement and purchase intention among the targeted market of Islamic banks.

Practical implications

The effective and competent use of various social networking platforms can enhance UGC related to Islamic banking products and services. UGC can generate interactive communication, services reviews, feedbacks, intention to purchase, social influence, social trust and positive customer perception among the targeted population of Islamic banks. The study has summarized and offered practical recommendations to show how Islamic banks can address challenges and enjoy a high level of profitability compared to conventional banking systems.

Originality/value

The present study uncovered the steps that must be taken by the top management of Islamic banks to enhance levels of awareness, online product reviews and recommendations, e-word of mouth and purchase intentions of the targeted market. The study enhanced understanding regarding how a higher level of investment in social networking platforms, safe and secure banking systems and skilled IT professionals can address the challenges of Islamic banks. Furthermore, these factors can create positive UGC, social influence, social brand engagement and purchase intention of customers in Islamic banks. These primary factors must be considered by Islamic banks to compete with conventional banking products and services.

Details

Journal of Management Development, vol. 38 no. 8
Type: Research Article
ISSN: 0262-1711

Keywords

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Article
Publication date: 7 March 2019

Gunjan Sharma, Naval Bajpai, Kushagra Kulshreshtha, Vikas Tripathi and Prince Dubey

The online shopping behavior is the outcome of the variety of attribution from product/ service offering to internet experience. The present study attempts to develop a…

Abstract

Purpose

The online shopping behavior is the outcome of the variety of attribution from product/ service offering to internet experience. The present study attempts to develop a complete product/service offering by exploring and examining the different combinations of online shopping attributes to provide the customized experience. Therefore, this study aims to fill the gap of customer desired experience and present scenario in online shopping behavior.

Design/methodology/approach

The exploration of attributes pertaining to online shopping behavior was done by seeking theoretical support from different technology adoption theories/models and the Delphi technique, exercised with active participants of online and offline shopping. The theoretical and experience shared attributes were devised and social desirability scale (SDS) was used for eliminating the social desirability bias. Further, the questionnaire was administered online and offline during mall intercept. The Conjoint analysis was used to investigate the relative importance and utilities of the attributes and its levels individually and compositely at different levels.

Findings

In the context, brand loyalty, online reputation management and Web interactivity were found most relavant followed by e-WOM, perceived risk and price. The specific levels of attributes such as taking consumer advice, search engine optimization (SEO), perception-based interactivity, consumer message boards, product risk and discount pricing were the crucial in motivating the customers for online shopping. This research affords the avenue for the marketers to motivate and delight consumers to retribalize by the way of “e-tribalizing.”

Research limitations/implications

The current study was conducted in confined geographical locations and limited in sample size; thus, the issue of generalization may prevail, but forthcoming researchers may exercise the techniques with better probabilistic sampling technique. The mass customization of the website features by comparing attribute orientation of customers around websites was recommended with the third-party certification to reduce the consumers’ perceived risk during online shopping. Finally, the different levels, such as Facebook fan page in ORM and Everyday Low Price (EDLP) in pricing may be considered for the future research work.

Originality/value

The research studies on online shopping behavior with Web interactivity, e-WOM, perceived risk, brand loyalty, ORM and price using a decompositional technique are scant. This study persuades the customers to go for online shopping by putting them in the almost real-time purchasing scenario. The study confirmed the need of people to retribalize through e-tribalization by the way of customization for the masses in the context of online shopping.

Details

foresight, vol. 21 no. 2
Type: Research Article
ISSN: 1463-6689

Keywords

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