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Article
Publication date: 23 March 2012

Mohamad Reza Jalilvand and Neda Samiei

Word of mouth (WOM) is becoming recognized as an important form of promotion and an important source of information influencing consumer's attitudes and purchase behavior…

Abstract

Purpose

Word of mouth (WOM) is becoming recognized as an important form of promotion and an important source of information influencing consumer's attitudes and purchase behavior. WOM is especially important in the tourism industry, whose intangible products are difficult to evaluate prior to their consumption. The purpose of this paper is to survey the effect of WOM on tourists' decision for travelling to an Islamic destination.

Design/methodology/approach

Data were collected through a field research among 224 inbound tourists who have visited Isfahan as an Islamic destination, and the data were analyzed using regression and correlation. Additionally, analysis of variance (ANOVA) was applicable for the inference relationships between tourist characteristics and using WOM. The survey period was from June 2 to June 29, 2010.

Findings

Two findings have been concluded in this survey. First, WOM affects the decision of tourists for travelling to Isfahan. Second, nationality, gender, purpose of trip, and previous experience of travelling were associated with using WOM among prospective tourists.

Practical implications

Managers should develop complete understanding of WOM and try to stimulate WOM about destinations among tourists, because most tourists are influenced by information from informal sources.

Originality/value

The paper shows that customer‐oriented tourism programs improve the numbers of inbound tourists to a particular destination.

Details

Journal of Islamic Marketing, vol. 3 no. 1
Type: Research Article
ISSN: 1759-0833

Keywords

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Article
Publication date: 31 August 2021

Ammar Javed and Zia Khan

This study investigates the mediating role of brand love in two important relationships: first, corporate social responsibility (CSR)–word-of-mouth (WoM) intentions and…

Abstract

Purpose

This study investigates the mediating role of brand love in two important relationships: first, corporate social responsibility (CSR)–word-of-mouth (WoM) intentions and second, corporate ability (CA)–WoM relationships.

Design/methodology/approach

Data were collected with a sample of 359 respondents, and partial least squares-based structural equation modeling was utilized for data analysis.

Findings

The research reveals interesting findings as brand love fully mediates the CSR–WoM relationship, whilst it partially mediates the CA–WoM relationship.

Practical implications

The results demonstrate that cellular service firms should strive to create brand love. This is because CSR investments can be diligently translated into WoM intentions through brand love.

Originality/value

The proposal and validation of brand love as a mediator in CSR–WoM and CA–WoM relationships in the cellular service context of a South Asian market is the key contribution of this research.

Details

South Asian Journal of Business Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2398-628X

Keywords

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Article
Publication date: 28 July 2021

Volker G. Kuppelwieser, Philipp Klaus, Aikaterini Manthiou and Linda D. Hollebeek

The customer experience (CX), as revealed in the literature-based debate, has been variously viewed as either a driver or an outcome of customer-perceived value (CPV)…

Abstract

Purpose

The customer experience (CX), as revealed in the literature-based debate, has been variously viewed as either a driver or an outcome of customer-perceived value (CPV). However, the association of CPV, CX and word-of-mouth (WoM) behavior remains nebulous to date, thereby generating an important research gap. In response and to bridge this gap, this study aims to explore CX’s role in the CPV–WoM behavior relationship, the role of WoM behavior arising from CX and whether CX acts as a core mediator (vs a moderator) in the association of CPV and subsequent consumer-behavior outcomes.

Design/methodology/approach

By conducting two studies spanning a broad range of services, this paper explores the relationship between CPV, CX, and WoM behavior through structural equation modeling.

Findings

The findings are that CX plays a crucial role in the CPV–WoM relationship, thereby confirming the existence of a direct link between CPV (social/hedonic/utilitarian value), CX and WoM. The results also highlight CX’s mediating role in the relationship between social and utilitarian (but not hedonic) values. Moreover, the results reveal that the EXQ scale, measuring CX, comprises distinct experiences perceived by high and low CX-based customer segments, respectively.

Practical implications

CPV (utilitarian, hedonic, social) not only affects consumers’ behavioral intentions but also, more importantly, their WoM behavior. Therefore, managers need to consider all three values. Moreover, managers should shift their focus from social value perceptions to CX. The results suggest that managers need to devote additional resources to the development of a suitable CX, which will help mitigate consumers’ online and/or offline brand-related WoM. This study indicates the context in which managers must emphasize the construct that produces positive outcomes.

Originality/value

By identifying a direct relationship between CPV, CX and the ensuing consumer-behavior outcomes, the study offers important theoretical insight into CX’s nomological network.

Details

Journal of Services Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 28 July 2021

Yong-Hai Li, Jin Zheng, Shan-Tao Yue and Zhi-Ping Fan

In recent years, electronic word-of-mouth (e-WOM) concerning travel products reflected in online review information has become an important reference for tourists to make…

Abstract

Purpose

In recent years, electronic word-of-mouth (e-WOM) concerning travel products reflected in online review information has become an important reference for tourists to make their product purchase decisions, while for travel service providers (TSPs), monitoring and improving the e-WOM of their travel products is always an important task. Therefore, based on the online review information, how to capture e-WOM of travel products and find out specific ways to improve the e-WOM is a noteworthy research problem. The purpose of this paper is to develop a method for capturing and analyzing e-WOM toward travel products based on sentiment analysis and stochastic dominance.

Design/methodology/approach

Specifically, online review information of travel products is first crawled and preprocessed. Second, sentiment strengths of online review information toward travel products concerning each feature are judged. Then, the matrix of structured online review information toward travel products is formed. Further, the matrix of e-WOM comparisons between any two travel products is constructed, and e-WOM ranking concerning each travel product is determined. Finally, trade-off chart models are constructed to conduct the e-WOM improvement analyses concerning the travel products.

Findings

An empirical study based on the online review information toward six travel products crawled from the Tuniu.com website is given to illustrate the use of the proposed method.

Originality/value

The proposed method can not only realize the real-time e-WOM monitoring to travel products but also be useful for TSPs to improve the e-WOM of their travel products.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

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Article
Publication date: 22 June 2021

Oanh Dinh Yen Nguyen, Jenny (Jiyeon) Lee, Liem Viet Ngo and Tran Ha Minh Quan

The purpose of this study is to explore how emotions felt by the public during a crisis influenced consumer loyalty intention and negative word-of-mouth (WOM). Considering…

Abstract

Purpose

The purpose of this study is to explore how emotions felt by the public during a crisis influenced consumer loyalty intention and negative word-of-mouth (WOM). Considering the context-specific nature of emotions, the existing crisis emotions were further validated in a product consumption situation. Drawing on the theories of attribution and social sharing, a conceptual model, positing that crisis-specific emotions [attribution-independent, external-attribution-dependent (EAD) and internal-attribution-dependent (IAD) emotions] influenced negative WOM through behavioural intention, was constructed and empirically tested.

Design/methodology/approach

Data was collected from 240 Vietnamese consumers by using a scenario-based survey related to a fictional milk crisis.

Findings

The study findings showed that all but one crisis emotion had negative effects on both WOM and loyalty intention. Of these emotions, EAD and IAD were the strongest predictors of negative WOM and behavioural intention, respectively. It was also found that all crisis emotions significantly affected negative WOM through behavioural intention.

Originality/value

Although some efforts have been made to identify crisis emotions, the validity of the existing scales have not been affirmed in other crises related to product consumption situations. The results of the present study, thus, made contributions by enhancing an understanding of crisis emotions and their impacts on consumer loyalty intention and WOM communications.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 29 April 2021

Sajad Rezaei and Ree Chan Ho

This study aims to examine the asymmetrical relationships among information-sharing desire, moral attitudes, lack of concern, relative advantage, market maven tendency and…

Abstract

Purpose

This study aims to examine the asymmetrical relationships among information-sharing desire, moral attitudes, lack of concern, relative advantage, market maven tendency and complexity as the antecedents of E-waste-word of mouth (EW-WOM) generation.

Design/methodology/approach

To obtain a holistic view and the interrelationships between conditions, the configural analysis was conducted to assess the asymmetrical relationships using fuzzy set qualitative comparative analysis (fs/QCA). In addition, construct validity, reliability and symmetrical relationships between antecedent conditions (i.e. exogenous constructs) and outcome conditions (i.e. endogenous constructs) are examined using variance-based structural equation modeling (VB-SEM) technique.

Findings

Results imply that market maven tendency accounts for 86.8% of the sum of the memberships in EW-WOM generation. In total, 11 configurations show sufficiency in constructing EW-WOM generation. The configuration of relativeadvanta*moralattitudes*marketmaventend shows the highest consistency value (0.939684) in producing EW-WOM generation (outcome condition). The ∼relativeadvanta *moralattitudes*complexity*∼lackfconcern with raw coverage of 0.626757 and consistency value of 0.864088 show the most sufficient configuration path in producing the outcome.

Originality/value

Product review and recommendation are easily shared in various communication formats and consumers are prone to disseminate information and their experiences with other market segments. However, the role and phenomena of such viral communication in preventing environmental issues caused by electronic and electrical devices (i.e. E-waste) are not well understood. This study is among a few attempts at understanding consumer's decision-making process to engage in E-waste activities such as the reduction of garbage, recycling, compositing and the reuse of electronic or electrical devices.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-11-2019-0343

Details

Online Information Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1468-4527

Keywords

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Article
Publication date: 29 April 2021

Ala' Omar Dandis, Amr Anwar Jarrad, Jamal M M Joudeh, Ibrahim Lewis Mukattash and Anas Ghassan Hassouneh

The purpose of this paper is to investigate the impact of multidimensional service quality on word of mouth (WOM) in university on-campus healthcare centers.

Abstract

Purpose

The purpose of this paper is to investigate the impact of multidimensional service quality on word of mouth (WOM) in university on-campus healthcare centers.

Design/methodology/approach

Data were collected from self-administered questionnaires involving a sample of 407 currently enrolled student-patients visiting the on-campus university healthcare centers in the Jordanian capital, Amman. Non-probability convenience sampling was performed in this study. Factor analysis and multiple and hierarchical multiple regression methods were used to analyze the data and test the proposed relationships.

Findings

The results show that the primary dimensions (administration quality, interpersonal quality and technical quality) had a significant and positive impact on WOM, with administration quality appearing as the most influential factor leading to WOM. At the subdimensions level, the findings of this study revealed that interaction activity had the most significant predictive value on WOM compared to the other service quality subdimensions. An insignificant relationship between atmosphere, tangibles, relationship activity and WOM was found.

Practical implications

This study suggests that university administrators and managers of other high-contact service sectors (e.g. hospitality and travel services, tourism education services, financial and insurance services and public services) ought to take into consideration both service quality subdimensions and satisfaction as significant strategic endpoints, as these inputs provide a roadmap for administrators to elicit positive WOM from customers with regard to their businesses.

Originality/value

This study provided its contribution by presenting a comprehensive model of WOM formation and offering specific insights for the on-campus healthcare centers in higher education institutions. This is also the first study conducted in the Middle East, particularly in Jordan.

Details

The TQM Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1754-2731

Keywords

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Article
Publication date: 2 June 2021

Muh-Chyun Tang and Pei-Min Wu

The study explored users' tendency of confirmation bias when processing congenial vs. uncongenial electronic-word-of-mouth (e-WOM) about mystery fictions, a hedonic…

Abstract

Purpose

The study explored users' tendency of confirmation bias when processing congenial vs. uncongenial electronic-word-of-mouth (e-WOM) about mystery fictions, a hedonic product category with strong experience and hedonic characters.

Design/methodology/approach

A two-stage judgment approach was employed where the participants were asked to judge a set of mystery novels twice: one before, and another after they were exposed to positive and negative e-WOM. The first-stage judgment established two favored and two disfavored titles by each participant. They were then asked to read six consumer reviews – three positive and three negative – for each of the four titles. The procedures created four review evaluation situations: two congruent and two incongruent, which allowed the authors to assess the participants' perceptions of congenial and uncongenial reviews and their rating adjustments of the titles. Participants' involvement in mystery novels was also measured to test its moderating effect on confirmation bias.

Findings

Confirmation bias in the evaluation of e-WOM was observed and reinforced by the user's involvement in the genre. Congenial reviews were perceived to be significantly more credible, better reflect the intrinsic value of a title and less subjectively motivated than uncongenial reviews. Furthermore, after exposure to equal amount of positive and negative e-WOM, an asymmetrical adjustment of final rating of the titles was observed. A significantly greater downward adjustment was observed for disfavored than favored titles. Stronger positive confirmation bias was also observed in the evaluation of WOM.

Research limitations/implications

Previous studies on e-WOM have shown conflicting findings on the relative efficacy of positive vs. negative reviews. By introducing the factor of prior attitudes, the study demonstrated that whether WOM is consistent with an individual's prior attitude, rather than the valences of WOM in itself, determines its persuasiveness. Thus, it established the confirmation bias in users' processing of e-WOM. The finding highlights the importance for marketers to establish a positive initial impression, which, as the findings demonstrated, helps alleviate the damages caused by negative WOM.

Originality/value

This is the first study that has ever attempted to study the effect of confirmation bias during the users' processing of e-WOM in an experimental setting. By having the participants judge the books before and after exposure to congenial and uncongenial e-WOM, the authors were able to establish the link between the users' prior commitment to a book and their subsequent judgment of both the titles and the e-WOM.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-01-2020-0026

Details

Online Information Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1468-4527

Keywords

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Article
Publication date: 31 May 2021

Meqbel Aliedan

The purpose of this study is to explore the relationship between experiential knowledge of foreign markets, institutional word of mouth (WOM) and small and medium…

Abstract

Purpose

The purpose of this study is to explore the relationship between experiential knowledge of foreign markets, institutional word of mouth (WOM) and small and medium enterprises’ (SMEs’) internationalization. Specifically, it aims to provide explanations of what and how cross-border experiential knowledge can be institutionally transmitted for SMEs’ internationalization purposes via WOM.

Design/methodology/approach

An exploratory approach was adopted within the phenomenological/qualitative research tradition. The data collection process was conducted through 23 semi-structured interviews with founders and chief executive officers of Saudi international SMEs.

Findings

The study’s findings confirm that SMEs seeking productive opportunities in the international market could improve their internationalization experience if they made proper use of institutional WOM as a catalyst for inter-firm learning. This concerns SMEs from emerging countries in particular as they are usually in a bid to legitimatize their presence in foreign markets.

Originality/value

The triadic relationship between experiential knowledge, institutional WOM and internationalization has not been previously researched. The current study, therefore, clearly adds value to the concept of WOM from three dimensions: institutionalization, cross-borderity and SMEs’ internationalization.

Details

Review of International Business and Strategy, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2059-6014

Keywords

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Article
Publication date: 27 May 2021

Anabela Maria Bello de Figueiredo Marcos and Arnaldo Fernandes de Matos Coelho

The objective of this paper is to understand the relationships between service quality, perceived value and satisfaction because several studies endeavored to model these…

Abstract

Purpose

The objective of this paper is to understand the relationships between service quality, perceived value and satisfaction because several studies endeavored to model these linkages. It is important to test these relationships with loyalty and word-of-mouth (WOM). Thus, it is important to test these relationships in the insurance sector since the relationship between these variables and WOM has not been studied in insurance.

Design/methodology/approach

This investigation proposes a theoretical model tested using structural equation modeling (SEM). A questionnaire survey was developed to explore the relationships among service quality, perceived value, satisfaction, loyalty and WOM. For this study, 744 valid questionnaires were collected from a sample of Portuguese car insurance holders.

Findings

The results revealed that service quality has a direct relationship with perceived value and satisfaction. In turn, perceived value has a direct relationship with satisfaction. Perceived value and satisfaction influence loyalty and WOM. Finally, loyalty influences WOM.

Originality/value

This investigation examines the mediating role of perceived value and satisfaction in the relationship between service quality (facility and interactive) and loyalty and WOM in the insurance industry. It fills a gap in the literature by exploring the variables that lead to positive WOM in the insurance industry; the authors do not know any study that links these variables with WOM. Also, the relationship between loyalty and WOM has been poorly studied, although it is well known that in services, loyal customers speak well of the companies. Thus, the authors try to fill this gap in the academic literature by analyzing these relationships.

Details

The TQM Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1754-2731

Keywords

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