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This paper aims to provide a comprehensive understanding of Vietnamese consumers’ perceived value and to explore the relationships between its constructs, satisfaction and (e)word-of-mouth (WOM) intentions towards Airbnb. Moreover, the relationship between traditional WOM and electronic WOM (eWOM) was also investigated.

An electronic survey was applied to collect data on a sample of Vietnamese Airbnb guests. A total of 352 questionnaires were collected, from which 163 eligible Airbnb users remained for data analysis. The partial least square approach to structural equation modelling was used to analyse the data.

The findings suggested that monetary, functional and hedonic benefits significantly impact Vietnamese customer satisfaction (CS) with Airbnb accommodation, which, in turn, acts as a direct effect and mediator in encouraging customers’ (e)WOM-giving intentions. Moreover, traditional WOM intention positively influences eWOM giving intention.

This study provides a better comprehension of customers’ perceived value that influences CS and their (e)WOM intentions towards Airbnb. Secondly, it extends the literature on WOM intentions from the message communicator’s perspective by confirming the positive association between traditional and eWOM-giving intentions. Finally, this paper reveals insights into the sharing accommodation in a fast-growing market in South East Asia (Vietnam), which supports sharing accommodation platforms and service providers to develop appropriate marketing strategies.

本文旨在全面了解越南消费者的感知价值, 并探讨其结构、满意度和 (e) 对 Airbnb 的口碑意图之间的关系。此外, 还研究了传统口碑（WOM）和电子口碑（eWOM）之间的关系。

应用电子调查收集越南 Airbnb 客人样本的数据。共收集问卷 352 份, 剩余 163 名符合条件的 Airbnb 用户进行数据分析。 SEM 的偏最小二乘法用于分析数据。

调查结果表明, 货币、功能和享乐方面的好处显着影响越南客户对 Airbnb 住宿的满意度, 这反过来又在鼓励客户的 (e)WOM 给予意图方面起到直接作用和中介作用。此外, 传统口碑意向对网络口碑给予意向有正向影响。

本研究提供了对影响客户满意度的客户感知价值及其对 Airbnb 的 (e)WOM 意图的更好理解。其次, 它通过确认传统和 eWOM 给予意图之间的正相关关系, 从信息传播者的角度扩展了关于 WOM 意图的文献。最后, 本文揭示了东南亚（越南）快速增长市场中共享住宿的见解, 从而为共享住宿平台和服务提供商制定适当的营销策略提供支持。

The purpose of this paper is to examine the antecedents of word-of-mouth (WOM) in long-term service settings. Specifically, the authors examine the moderating role of action inertia in the relationships between satisfaction and repatronage intention, satisfaction and WOM, and repatronage intention and WOM.

The proposed model was empirically tested using survey data from 1,385 telecommunications service subscribers. The data were analyzed using partial least squares path modeling.

Results suggest that a positive link between repatronage intention and WOM, hereto a neglected relationship in the marketing literature, in contrast to previous literature, the behaviors of long-term customers are not predictable, and action inertia strengthens satisfaction – WOM and repatronage intention – WOM links and weakens satisfaction – repatronage intention link.

This study examines customers of a utilitarian service. To further determine the potential of the model, it is desirable to explore the validity of the model in other service settings, particularly those with high hedonic values.

The study provides valuable insights into repatronage intention – WOM link, with particular emphasis on the measurement and analysis of action inertia. This is important in understanding and evaluating inertia influences and identification of the drivers of WOM. These insights can be used by managers to better allocate their resources when investing in customer loyalty-building exercises and in generating WOM.

This paper contributes to the literature in three main ways. First, it examines the nuances of customer loyalty in continuous service contexts. Second, the study empirically tests the role of repatronage intention as an antecedent of WOM. Third, the study introduces and tests the moderating role of action inertia on positive WOM.

This study developed and tested a consumer relations model to determine linkages among brand identity, reputation and value congruence with positive Word-of- Mouth (WOM) intentions.

An intercept survey was conducted during which 350 participants were asked about their perceptions of the store from where they are most likely to purchase coffee among options including multi-national corporations (MNCs) that have global brand identity and small to medium enterprises (SMEs) with local brand identity.

Reputation and value congruence were positively related to positive WOM intentions. Unexpectedly, respondents indicated more positive WOM intentions toward SMEs than MNCs.

The findings suggested that value congruence and reputation are positively associated with WOM intentions. Yet, consumers indicated greater WOM intentions toward SMEs than MNCs, which implies that SMEs may be unique and have the ability to create more emotional attachment between businesses and consumers.

To promote consumers' positive WOM intentions, corporate/brand communication practitioners need to build a favorable reputation through effective communication that externalizes organizational values among consumers and includes companies' commitment to the communities in which they operate.

Like SMEs, MNCs should build quality relationships with the local community where they conduct business. Also, based on definitions of values and values congruence in the research literature, an original five-item scale of value congruence was developed and validated to measure the congruence between consumers' personal values and their perceptions of a company's values in the context of consumer relationship management.

Using the theory of planned behavior (TPB) as a theoretical framework, this study investigates individual level psychological determinants of individuals word-of-mouth (WOM) intentions as a way to support corporate social advocacy (CSA).

An online survey (N = 505) using a Qualtrics panel was conducted.

Individuals' attitudes towards WOM, subjective norms, and self-efficacy was positively associated with their positive WOM intention, whereas perceived controllability over WOM behaviors was not associated with WOM intention. Age was negatively associated with WOM intention.

This study is one of the early attempts to test individual level factors in shaping individuals' WOM intention in response to CSA. This study also employed recent TPB argument and tested the role of self-efficacy and perceived controllability on behavioral intentions in the context of corporate communication. The findings of this study offer theoretical and practical insights to corporations when developing CSA campaigns and designing CSA messages.

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.

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

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.

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.

The purpose of this paper is to examine the effect of sustainability on word-of-mouth (WoM) intention and revisit intention, with environmental awareness as a moderator. This study was carried out in one of the tourist destinations in Indonesia, namely, Bali.

The population in this study was foreign tourists visiting Bali. This study uses non-probability sampling with a purposive sampling technique and uses inferential statistics. Inferential statistics was used to test the sample data on the effect of sustainability on WoM intention and revisit intention. The statistical tool used is warp-partial least square.

Effect of sustainability on WoM intention is that the higher perception of foreign tourists in the sustainability assessment will increase the WoM intention of foreign tourists. Contrarily, lower perception of foreign tourists on sustainability assessment will lower the WoM intention of foreign tourists. Effects of sustainability on revisit intention is that the higher perception of foreign tourists in the sustainability assessment will increase the revisit intention of foreign tourists. Contrarily, the lower perception of foreign tourists in sustainability assessment will lower the revisit intention of foreign tourists. Environmental awareness moderating the effects of sustainability on revisit intention is that the higher the environmental awareness of foreign tourists visiting Bali, the stronger the influence of sustainability on revisit intention. Contrarily, the lower environmental awareness of foreign tourists visiting Bali will lower the effect of sustainability on revisit intention.

Destination sustainability research from the perspective of tourists has not been conducted up to the behavior intention, and research is still limited to tourist satisfaction. Research that connects destination sustainability with trust, WoM intention and revisit intention has not been found yet. WoM intention and revisit intention provide a clearer picture than behavioral intention; therefore, this study focuses on WoM intention and revisit intention variables. Destination sustainability research has not been combined with destination quality as an exogenous variable that is able to predict more precisely tourist satisfaction and behavioral intention. Research has not been found on environmental awareness in relation to the sustainability variable and behavior intention. The studies that have been carried out only focus on the effect of environmental awareness on the behavior intention (Gao et al., 2016), and the research has not yet linked it to sustainability.

This study aims to explore the effects of the omni-channel experience on customer commitment and word-of-mouth (WOM) intention within the context of fashion retailing in an emerging country, Türkiye.

In the study, data was collected online from 346 consumers. The hypothesised relationships were tested using SEM via AMOS.

Three sub-dimensions of the omni-channel experience are validated, namely consistency, connectivity, and personalisation, and while consistency and personalisation positively affected customer commitment, they did not indicate any direct influence on WOM intention. On the other hand, connectivity affected WOM intention but not customer commitment. In conclusion, even though consistency, connectivity, and personalisation constitute the omni-channel experience, they have differing behavioural outcomes. Furthermore, fashion retail customers’ commitment positively influenced WOM intentions.

This study contributes to the literature in four main areas: First, this study validates the omni-channel experience scale. Secondly, it extends social exchange theory in omni-channel retailing research. Thirdly, it develops a micro-perspective on the omni-channel experience. Lastly, it puts forth that the effects of consistency, connectivity, and personalisation on customer commitment and WOM intention differ.

The omni-channel experience is a multi-dimensional concept. Retail managers should invest in consistency, connectivity, and personalisation to amplify customer commitment and WOM intention.

This study explores how customer commitment and WOM intention are enhanced through an omni-channel experience.

Investigating the influence of intensive distribution and sales promotion towards customer-based brand equity, repurchase intention and word-of-mouth (WOM) (study on Suzuki car owners in PT Surya Batara Mahkota Wilayah Nusa Tenggara Timur).

The research was conducted in East Nusa Tenggara (NTT) and the analysis unit was customers of PT. Surya Batara Mahkota NTT (PT SBM NTT) as the owner of the Suzuki car. The population is 1,782 Suzuki car owners who bought their cars from PT SBM NTT, based on data from 2015. The sampling technique is the multi-stage area sampling.

Incentives distribution had significant and positive influence towards brand equity and repurchase intention. Sales promotion had significant and positive influence towards word-of-mouth (WOM), but it did not have influence towards brand equity. Brand equity had significant influence towards repurchase intention and WOM. On the other hand, repurchase intention did not have influence towards WOM.

The originality of this study was that the researchers did not find a previous study that discussed the relationship between intensive distribution and repurchase intention, between sales promotion and WOM and between customer-based brand equity and WOM. Previous studies used different variables as determinants of positive WOM.

The service‐dominant logic describes customer‐actualized value as being idiosyncratic, experiential, contextual, and meaning laden. Since positive word‐of‐mouth (WOM) is an expression of customer‐actualized value, the paper postulate that WOM is not only related to a holistic set of assessments of the service experience but also to the idiosyncratic nature of the individual customer. In particular, do socially oriented individuals have a greater propensity to engage in positive WOM? The purpose of this paper is to test hypotheses that socially oriented personality traits, and personal values as well as a set of dimensions of the total service experience, are antecedents of positive WOM. The context studied is a surgical operation involving considerable personal meaning and implication in the whole service process.

A cohort of 500 surgical patients are studied prior to, three‐days after and one‐month post‐surgery. Independent variables include the socially oriented personality traits of agreeableness and extraversion, social‐ vs self‐oriented personal values, as well as dimensions of the total service experience assessed by information adequacy, pain and discomfort, patient‐to‐patient interaction, patient‐to‐personnel interaction, and recovery outcomes. The dependent variable is the strength of positive WOM intentions.

The sociability of surgery patients as measured by both their personality traits and socially oriented values is significantly related to the strength of positive WOM intentions. Self‐oriented values are not associated with positive WOM intentions. Also, to varying degrees, all dimensions of the total service experience are associated with positive WOM intentions.

The paper is the first to illustrate that, in a given service context, the antecedents of customer loyalty may be complex, not only dependent on customer assessments of their interactions and experiences throughout the service process, but also relative to their dispositional characteristics such as sociability. The consistency of the results for positive WOM assessed at three‐days and one‐month post‐surgery adds to the robustness of the findings. This paper makes a significant contribution to the service‐dominant logic and the concept of value co‐creation.

As opposed to conventional promotional methods, Word-of-Mouth (WOM) communication, especially when negative, significantly shapes customers’ repurchase decisions and preferences. Therefore, this study aims to examine the interplay between negative WOM and bank service failures, with a focus on the mediating role of customer switching intentions and the moderating role of switching costs in this relationship.

Using an online semi-structured questionnaire survey, a dataset comprising 411 responses was gathered from retail bank customers in China. This dataset was subsequently analyzed using SPSS PROCESS.

Consistent with the social exchange theory, our study revealed a significant relationship between service failure and both bank customers’ intention to switch and negative WOM communication. Additionally, we observed that switching intentions significantly influence negative WOM communications, acting as a mediator between service failures and negative WOM. Furthermore, our findings indicated that switching costs moderate the direct effect of service failures on negative WOM and moderate the indirect effect of service failures on negative WOM through switching intentions.

This study provides significant policy implications aimed at minimizing bank service failures and subsequent negative WOM communications among bank customers.

This study empirically investigates the role of service failures in promoting negative WOM communication, demonstrating a partial mediation effect of switching intentions in this relationship. Moreover, the study highlights that switching costs moderate service failures’ impact on customers’ switching intentions.