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This study aims to investigate how and why traveling consumers choose globally branded/operated, instead of locally branded, hotels when traveling to another country.

Building on signaling theory, the authors conceptualize a model to explain the consumer process of selecting global hotel brands and test the model empirically with South Korean international consumers through a self-administered survey.

The data support the relationships of selected brand signals, such as brand credibility, brand liability, decision heuristic and anticipated satisfaction, with brand attitude and purchase likelihood.

The results imply how global hotel brand managers could enhance the effect of global hotel branding on the consumer’s hotel choice.

The study adds to the literature by proposing a new, empirically supported model of global branding for the tourism and hospitality industry.

Mobile instant messaging (MIM) applications have grown profusely worldwide in recent years in tandem with increased smartphone usage. The purpose of this paper is to examine the relationships among perceived benefits, personality traits, MIM satisfaction, and social capital responses.

This paper uses partial least squares-SEM to investigate proposed hypotheses based on a sample of 1,519 WhatsApp users.

The results indicate that perceived benefits of MIM and personality traits have a positive influence on MIM satisfaction; and MIM satisfaction in turn has a positive effect on users’ social capital responses. MIM satisfaction partially mediates the relationships between perceived benefits, traits, and social capital. Additionally, the results indicate positive significant effect of Gen X and Y on social capital among other control variables.

This study contributes to the growing body of knowledge on MIM. The results also provide important implications for MIM application developers and instigate future research in the MIM platform.

This study is the first attempt in integrating perceived benefits, personality traits, and social capital in MIM literature.

The purpose of this study is to investigate how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds.

This study investigated how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds.

Results identified customer–brand identification and service value influenced both service brand involvement and service brand-decision involvement. However, self-congruity only influenced customers’ service brand-decision involvement. Results also confirmed that customer involvement positively influenced service brand satisfaction and service brand loyalty.

This study contributed to involvement and brand loyalty research, investigating the role of customer involvement on service brand loyalty.

Results suggested what factors could enhance brand loyalty to gain competitive advantages.

This study proposed and empirically investigated ways to enhance brand loyalty in the context of the coffee shop industry.

This study aims to investigate the effect of customers’ multisensory service experience on customer satisfaction with cognitive effort and affective evaluations using big data and business intelligence techniques.

Online customer reviews for all New York City hotels were collected from Tripadvisor.com and analyzed through business intelligence and big data analytics techniques including data mining, text analytics, sentiment analysis and regression analysis.

The current study identifies the relationship between affective evaluations (i.e. positive affect and negative affect) and customer satisfaction. Research findings also find the negative effect of reviewer’s cognitive effort on satisfaction rating. More importantly, this study demonstrates the moderating role of multisensory experience as an innovative marketing tool on the relationship between affect/cognitive evaluation and customer satisfaction in the hospitality setting.

This study is the first study to explore the critical role of sensory marketing on hotel guest experience in the context of hotel customer experience and service innovation, based on big data and business intelligence techniques.

This study aims to investigate the role of restaurant employees’ intrinsic motivations that influenced their knowledge-sharing behaviors and knowledge application behaviors, based on need theory and prior knowledge management research.

A cross-sectional, self-administered survey was used to collect data from employees who work in the food and beverage sections of hotels, coffee shops or restaurants.

Results from this study supported the role of employees’ intrinsic motivations to share knowledge with other employees and apply their knowledge to actions. Moreover, results identified employees’ knowledge application behaviors that influenced their innovative behaviors.

This paper investigated the role of restaurant employees’ intrinsic motivations on their knowledge management and innovative behaviors.

Crises influence individuals’ career development. The COVID-19 crisis has global impacts in financial, health and social aspects and service industries are at the forefront of the pervasive impacts. This study investigated how college students’ perceptions of COVID-19 interplayed with self-efficacy on their academic plans and further identified major differences between students in service-oriented and nonservice-oriented majors.

A self-administered online survey was conducted with 299 undergraduates at a large Midwestern university during COVID-19. Regression analyses, including conditional analyses, examined the study hypotheses using SPSS.

The results showed that, in general, students’ self-efficacy reduced their intentions to change their academic majors. The joint effects of self-efficacy and perception of COVID-19 diverged among students in nonservice-oriented majors but converged among students in service-oriented majors (e.g. hospitality and tourism). These students in the service fields showed more commitment to their current majors even as their concerns about the social implications of COVID-19 increased.

This study suggests that academic institutions should try to improve students’ self-efficacy to maintain their career commitments during crisis times. Furthermore, service organizations should highlight the importance of social aspects as recovery from COVID-19 begins as a tool to recruit college graduates.

The literature on career decisions of students in service industries is quite limited. This study enriches the body of career decisions research in the context of service management by highlighting how service sectors are influenced by COVID-19.

The purpose of this study is to investigate different types of customer relationships on customers’ interaction with the brand, based on prior social media and relationship marketing research.

A cross-sectional, self-administered online survey was conducted to investigate the role of different types of relationships on customers’ brand-relevant responses in the context of hotel social media platforms.

Results identified customers’ relationships with services and brands, and how other customers influenced their parasocial interactions (PSIs). Customers’ PSIs then positively influenced their self-brand connection and their brand usage intention.

This study was the first attempt to propose a conceptual framework to explain different types of customer relationships on customers’ interactions with the brand in the context of hotel social media platforms.

Building upon previous research on country-of-origin. This study aims to investigate whether the effects of country-of-origin extend to the hotel industry, based on associative network and signaling theories.

Based on a self-administered survey with tourists in China, this paper investigates antecedents and outcomes of hotel brand image and the moderating role of a hotel’s brand origin.

Results reveal country, city and industry images positively influence hotel brand image. Hotel brand image then influences price perception, quality perception and overall satisfaction.

Country-of-operation image remains a relevant, powerful predictor of brand image; thus, hotels need to carefully manage country-of-operation image.

This paper incorporates and establishes the role of country-of-operation image on hotel brand image.

By integrating stimulus-organism-response theory and uses and gratifications theory, this study explored the salient gamification factors that satisfy the gratifications of conference attendees in the context of an event gamification mobile app and their relationships with conference engagement, continuance intention and word-of-mouth.

The questionnaire was developed in Qualtrics and administered on a gamification application called Goosechase during an annual hospitality conference. The proposed hypotheses were tested using the partial least square-structural equation modeling (PLS-SEM).

The gratifications of social presence, education and entertainment through a gamification mobile app influences attendees’ engagement during the conference while achievement gratification does not. Positive effects of conference engagement on their continuous intention and WOM have been also validated.

By adopting a unique integrated approach that utilizes UGT and S-O-R framework, while considering conference engagement as work-related engagement, this study offers a fresh perspective on gamification apps and discusses its theoretical and practical implications in depth.

This paper aims to explore how customer engagement behaviors and brand loyalty are enhanced through customers’ preferences of m-servicescape, based on the S-O-R model as a theoretical background.

A cross-sectional, online, self-administered survey method was conducted to examine proposed relationships by recruiting previous users of hotel mobile apps in the USA.

Results identified aesthetics, functionality and symbolism preferences of the m-servicescape fulfilled customers’ evaluations on autonomy and relatedness needs fulfillment, which positively influenced their engagement behaviors and brand loyalty.

This study contributed to mobile marketing research by investigating customers’ preferences of m-servicescapes that enhanced customers’ positive responses in the hotel industry.

Practical implications are as follows: using a holistic approach to explore mobile service environments in fulfilling customers’ needs, enhanced customers’ engagement behaviors and brand loyalty.

This study proposed and empirically investigated the role of m-servicescapes in customers’ evaluations on needs fulfillment and their positive responses in the hotel industry.

本论文以 S-O-R 模型为理论基础, 旨在探索m-服务场景如何促进客户参与行为和品牌忠诚度。

本论文采用横向研究、在线问卷采样形式, 美国酒店移动 app 用户为问卷样本, 来对假设关系进行验证。

m-服务场景的美观、功能性、和象征意义对顾客自治、相关需求满足有促进作用, 从而积极提高他们的参与行为和品牌忠诚度。

本论文通过探索酒店顾客m-服务场景偏好与顾客积极反馈的关系, 对移动营销研究做出贡献。

本论文建议企业使用整体策略来加强移动服务场景对于顾客需求的满足, 从而提高了顾客参与行为和品牌忠诚度。

本论文提出并且验证m-服务场景对于酒店顾客需求满足和积极反馈的作用。

关键词： 服务场景, 酒店移动 app, 顾客参与行为, 品牌忠诚度, S-O-R 模型