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Article
Publication date: 1 June 2020

Anjala S. Krishen, Orie Berezan, Shaurya Agarwal and Brian Robison

This study aims to explore the anticipated emotions of consumers and their anticipated perceived quality (PQ) of an exhibit, event or service that they are waiting to attend.

Abstract

Purpose

This study aims to explore the anticipated emotions of consumers and their anticipated perceived quality (PQ) of an exhibit, event or service that they are waiting to attend.

Design/methodology/approach

The study consists of a quantitative survey-based descriptive study of n = 470 real-world consumers from a waiting line at the Shark Reef exhibit in Mandalay Bay Resort and Casino, Las Vegas. Data is analyzed with fuzzy-set qualitative comparative analysis (fsQCA) to extrapolate causal conditions or recipes, for word of mouth (WOM) generation regarding the exhibit.

Findings

Recipes that influence positive WOM for an upcoming exhibit include: affect evaluation and affect expectations (AEXs) and affect evaluation, affect expectation, event entertainment and PQ.

Practical implications

By recognizing the need to optimize the customer waiting experience, services marketing managers can more successfully engage customers and influence their subsequent intentions.

Originality/value

Emotions regarding the anticipation of an upcoming event are critical to cultivating the intent to spread positive WOM.

Article
Publication date: 11 July 2017

Orie Berezan, Anjala Selena Krishen, Sarah Tanford and Carola Raab

Because communication channels are inherently unique, they may differentially affect customers depending on their preferred communication style. Therefore, the information that…

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Abstract

Purpose

Because communication channels are inherently unique, they may differentially affect customers depending on their preferred communication style. Therefore, the information that firms provide might not have the intended effect, which is to increase program loyalty. The purpose of the current study is to present a marketing communication model that focuses on promoting program loyalty via self-congruity with the communication style of information channels.

Design/methodology/approach

The study introduces a self-congruity theory-based structural equation model, which is validated through an online sample of 575 respondents. The model begins with communication style and investigates its impact on satisfaction and loyalty in relation to hotel loyalty program members.

Findings

The model confirms that different forms of communication have varying levels of relevance to program loyalty. Communication style, information quality, self-congruity and satisfaction are all significant predictors of program loyalty.

Practical implications

Management can cultivate a community of loyal program members through the recognition of self-image congruence and its relationship with communication style, along with a solid understanding of target markets.

Originality/value

Despite the apparent influence that communication has on loyalty, very little research evaluates the typologies (firm-created and customer-created), dimensions (electronic and in-person) and attributes of information in terms of their effects on program loyalty.

Details

European Journal of Marketing, vol. 51 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 12 March 2018

Carola Raab, Orie Berezan, Natasa Christodoulidou, Lan Jiang and Stowe Shoemaker

Hoteliers are often frustrated by the significant fees charged for bookings by Online Travel Agents (OTAs), and they try to encourage more direct bookings that circumvent the OTA…

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Abstract

Purpose

Hoteliers are often frustrated by the significant fees charged for bookings by Online Travel Agents (OTAs), and they try to encourage more direct bookings that circumvent the OTA system. However, there are billions of dollars of room revenues generated by OTAs every year; and many companies in other industries sell their products through multiple channels. The purpose of this study is to investigate how hotel revenue managers can collaborate successfully with OTAs.

Design/methodology/approach

Qualitative methods are applied in this study, specifically focus groups and in-person interviews with market managers of a leading OTA. Content analysis is performed, using ATLASti 5, to discover emerging themes and categories from the transcripts.

Findings

This study highlights several OTA value propositions and how hotels can benefit from them. Additionally, the findings of this study reveal that effective two-way communication between OTAs and revenue managers is the key to success. An “optimization loop” is established, which specifies that partnership and collaboration between OTAs and hotels must occur in a circular sequence of communication, engagement, collaboration and strategy.

Research limitations/implications

A major limitation for this study is that interviews were conducted only with market managers, limiting the perspective to that of OTAs.

Originality/value

There is a paucity of research and dialogue discussing productive relationships between OTAs and hotel firms. Through in-depth in-person interviews with a diverse set of market managers from a leading OTA, this study brings to light an array of perspectives of what is required to optimize the OTA/hotelier relationship.

研究目的

酒店经营者常常受到在线旅行社(OTA)收取高额预订费用的困扰。酒店试图鼓励客人直接预订房间,绕过OTA程序。然而,每年OTA贡献仍有数以十亿计美金的订房收入; 其他行业的很多公司采用多渠道销售产品。本论文研究目的在于探索酒店经理人们如何能够成功地与OTA合作。

研究设计/方法/途径

本论文采用定性研究方法,主要以小组讨论和个人访谈的形式,与一家行业领先的OTA市场经理们进行深度访谈。本论文借用ATLASti 5 内容分析工具进行样本分析,总结出主题和分类。

研究结果

本论坛提出了多个OTA价值组成,以及酒店如何从中盈利。此外,本论文还指出了OTA和财务经理的有效双向交流的重要性。其中,需要建立“循环展开”(Optimization Loop),即OTA和酒店之间的合作交流需要建立在循环、有序、通畅、以及战略的基础上。

研究理论限制/意义

本论文一个主要的理论限制就是只采访了OTA的市场经理。

研究原创性/价值

理论上,关于OTA和酒店之间的战略合作的讨论,我们知之甚少。本论文采用与一家行业领先的OTA市场经理们的深入访谈,将这一合作关系进行积极讨论分析,提供一系列优化战略合作的方案和见解。

关键词

在线旅行社(OTA),酒店订房收入,合作关系,Expedia,市场经理,收入优化

Details

Journal of Hospitality and Tourism Technology, vol. 9 no. 1
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 1 February 2016

Orie Berezan, Michelle Yoo and Natasa Christodoulidou

– The purpose of this study is to evaluate the impact of communication channels on communication style and information quality as perceived by loyalty program members.

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Abstract

Purpose

The purpose of this study is to evaluate the impact of communication channels on communication style and information quality as perceived by loyalty program members.

Design/methodology/approach

An online survey was utilized to collect data, and multivariate analysis of variance was used to test the study hypothesis.

Findings

Study results indicated that the choice of a communication channel has a significant impact on the perceived communication style and information quality.

Research limitations/implications

The use of an online survey restricted the ability to generalize findings beyond those that use the internet. Replicating this study in other areas where customers seek information outside of loyalty programs would provide valuable insight into the impact of communication channels on communication style and perceived quality of communication.

Practical implications

Communication style and information quality have been shown to impact customer loyalty. The results of this study indicate that the type of communication channel used impacts style and information quality, and thereby loyalty.

Social implications

Executives should use these research findings as a guide to how they should structure and maintain relationships with their loyalty members.

Originality/value

This manuscript provides executives with a taxonomy of the tools and channels available for communicating information to loyalty program members.

Details

Journal of Hospitality and Tourism Technology, vol. 7 no. 1
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 4 March 2024

Melby Karina Zuniga Huertas, Thais Rubia Ferreira Lepre and André Torres Urdan

This paper aims to clarify the effect of discount discrepancy (DD) on consumers’ purchase intention (PI). The authors propose, test and provide evidence and explanations about the…

Abstract

Purpose

This paper aims to clarify the effect of discount discrepancy (DD) on consumers’ purchase intention (PI). The authors propose, test and provide evidence and explanations about the moderation of justification in the relation between consumers’ perceived DD and PI.

Design/methodology/approach

The authors conducted three experimental studies with a 2 × 2 factorial design, focusing on consumers’ processing of price discounts. Participants were informed that this study aimed to gather opinions on fashion, clothing and retail sales promotions. They accessed the questionnaire via Qualtrics. Each participant took part in only one study. The experimental conditions were manipulated through scenarios.

Findings

Study 1 tested and supported the moderation of justification on the effect of DD on PI. Study 2 tested and supported the moderation of the type of justification for the effect of DD on PI. Study 3 confirmed the findings in Study 2 and revealed the more effective type of justification.

Research limitations/implications

The authors focused on a typically hedonic product category (fashion clothing). Further research should include a wider variety of goods and services, which could lead to different explanations or generalizations.

Practical implications

Sales promotions must refrain from generating DD between the initial price discount and the subsequent smaller discounts. Practitioners must evaluate the gains of an initial, more considerable percentage discount to attract consumers to the store and sell them other products versus the cost of losing sales because of DD. Management should recognize the importance of giving the correct justification for perceived DD, aligning the firm’s justification with the consumer’s motivation to buy the product.

Social implications

The authors offer subsidies for effective consumer protection policies.

Originality/value

By studying the influence of justification on the effect of DD on PI, the authors propose a mechanism that would reduce the negative effect of DD on consumers’ PI.

Details

Management Research Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-8269

Keywords

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