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This paper aims to understand the impact of service quality on corporate image and customer satisfaction. Furthermore, this study also examined the influence of corporate image and customer satisfaction on revisit intention and word of mouth. The mediation effect of corporate image and customer satisfaction on the relationships between service quality–revisit intention and service quality–word of mouth was also examined.

This study used the survey questionnaire method and collected data from 253 respondents comprising of customers who had karaoke singing experience in the Karaoke television (KTV). The partial least squares structural equation modeling was used in this study.

This study found that service quality has a significant positive influence on corporate image and customer satisfaction. Corporate image does not have a significant influence on revisit intention but has a significant positive influence on word of mouth. Furthermore, customer satisfaction has a significant positive influence on revisit intention and word of mouth. The mediation effect of corporate image and customer satisfaction is also found to be significant for most of the relationships.

This study showed the importance of service on customers’ reactions and behaviors in the KTV context, which have not been previously investigated. Businesses should always provide superior service quality to their customers because it impacts their subsequent behaviors such as revisit intention and word of mouth.

The purpose of this study is to place the antecedents and consequences of brand hate in the context of negative consumer–brand relationship in the telecommunication industry. It provides a response to the existing gap in the research on brand hate in consumer behavior in service brands.

A survey-based data was modeled after theory that aims to apply concepts to the telecommunications industry. With a solid model grounded and context-adapted, a mediation analysis of the role of brand hate in negative antecedents and consequences toward brands was performed.

Brand hate was found to mediate all the negative relationships proposed, while showing to be especially significant in mediating negative word of mouth. This model appropriately fits the services' marketing brand and revealed new insights into the function of brand hate in negative relationships that are specific to service marketing consumer brands.

Branding theory may benefit from deeper insights into the negative side of consumer–brand relationships. A broader illustration of its constituents in different industries and the recovery of the management approach to these circumstances bring innovation and a richer understanding, specially to the role of brand hate in the mediation context as seen in the literature (Hegner et al., 2017; Zarantonello et al., 2016)

Managerial implications include assessing brands in analyzing and relating to different emotions and concepts from customers, allowing to prioritize and mapping the customer relationship touchpoints.

The present study presents a first insight of brand hate in the context of the service industry of telecommunications in southern Europe while testing brand hate as a mediator involving negative predictors leading to negative outcomes in consumer–brand relationships.

Interest in the Electronic Word-of-Mouth (eWOM) in connection with tourism is constantly growing not only among consumers but also among theoreticians. Therefore, the objective of this chapter is to provide an overview of studies that focus on eWOM in the tourism sector using the snowball method. The article is based on a review of the literature of 60 studies that focus not only on consumer behavior in tourism and the impact of eWOM on tourism supply but also on the impact of hotel managers' responses to other consumer behavior and tourism companies. The results of the studies show that eWOM has a significant impact not only on consumer behavior but also on tourism supply. Manager responses can also strongly affect other consumer behavior in decision-making. When eWOM is distributed, consumers are influenced by their emotions, motives, and also by the websites to which they have decided to contribute. The chapter proposes further research areas for different authors.

This study examines handmade clothing consumption as a means of self-expression by exploring the interrelationships between consumers' self-expression, brand love and word of mouth.

Using a descriptive research design, data were collected from 295 respondents in South Africa who posted about fashion on social media and who had bought handmade clothing in the 6 months prior to data collection. Structural equation modelling was used to examine the interrelationships between consumers' self-expression, brand love and word of mouth.

Brand love intervenes between consumers' self-brand connections and word of mouth about handmade clothing. More specifically, brand love strengthens positive word of mouth online and mitigates negative word-of-mouth intentions following a handmade clothing product failure scenario.

The study enlightens scholarly understanding of consumers' self-expression motivations for using ready-made handmade clothing that results in brand love and positive word of mouth.

Handmade clothing marketers who tap into consumers' self-expression and who can establish brand love among consumers can similarly create beneficial consumer–brand relationships.

Consumers often use handmade clothing for the purpose of self-expression, which provides subsequent spin-offs for brands in the form of brand love and positive word of mouth. Objective self-awareness theory provides a parsimonious lens to reveal the important role that brand love plays as a mechanism to explain the linkage of consumers' self-brand connections to word of mouth about handmade clothing.

This study aims to examine and compare the influence of the disposition to engage in engagement behaviors on physical and virtual engagement platforms, as well as the influence of these engagement behaviors on brand loyalty, value-in-use and word-of-mouth.

Data were collected using a survey distributed to a random sample of 10,000 fans of five teams in the Swedish top-division of elite football. An exploratory factor analysis was performed to derive a distinction between prevalent platforms, scales were validated through a confirmatory factor analysis and structural equation modeling was used to test the research model.

Customer disposition to engage with the sports team had a significant influence on customer engagement behaviors on both physical and virtual engagement platforms. However, engagement behaviors on virtual platforms were found to be more important than engagement behaviors on physical platforms for fostering brand loyalty and value-in-use.

The results highlight the importance of engagement behaviors with a brand on virtual engagement platforms. Thus, brand managers should prioritize their presence on social media to generate the positive outcomes of customer engagement behaviors.

By examining the effects of customer engagement behaviors on both physical and virtual engagement platforms, this study provides new insights to the emerging customer engagement literature.

The purpose of this study is to investigate the factors influencing intention to continue using and spreading the word of mouth for e-commerce applications in the gamification context.

Using primary data from an online questionnaire, 219 users of e-commerce applications who played games on e-commerce platforms were gathered as the sample of the research and analysed using structural equation modelling.

The results showed that network exposure from gamification significantly influenced social influence, recognition and reciprocal benefit. However, only social influence and utilitarian shaped attitudes, leading to the intention to continue using the e-commerce platform and spread word of mouth. Recognition, reciprocal benefit and hedonic shopping motivation were not found to significantly influence attitude.

This study provides practical recommendations for e-commerce applications in implementing gamification into their platforms.

This study delivers a better understanding of the implementation of gamification in e-commerce by examining the in-game social interactions and the shopping behaviour in e-commerce to continue using the platform and spread the word of mouth about the gamification method.

The purpose of this study is to present a conceptual model where consumer electronic sports (eSports) engagement (CeSE) acts a predictor for gamers’ online engagement in eSports-related products/firm either through direct contribution (purchase intention) or indirect contribution (co-production, community engagement, word-of-mouth and recruitment).

Data from 262 eSports consumers aged 18–24 years were collected and analyzed through WarpPLS 8.0.

The findings of this study confirm that CeSE significantly influences all dimensions of the consumption behaviors (purchase intention, co-production, community engagement, word-of-mouth and recruitment).

This study provides empirical support for a conceptual framework developed through the social exchange theory and engagement theory. Besides, hierarchical component model approach is applied to estimate the composite model of CeSE.

The purpose of this study is to review and analyze the status of word-of-mouth (WOM) research in the business-to-business (B2B) context and discuss and identify new possible future directions.

A systematic review was conducted and 36 articles on B2B WOM were collected to evaluate the current state of the literature and clarify possible future research directions.

This thematic analysis categorize these articles into three themes: WOM generation, WOM usage and reference marketing. Under each theme, the authors reveal research findings unique to B2B research and different from business-to-consumer (B2C) WOM research. This study identifies several research questions that should be addressed by future research.

Both academic researchers and business practitioners recognize that WOM plays an essential role in B2B marketing. However, no review paper focuses on WOM in the B2B context. Findings in the B2C WOM literature suggest that WOM substantially influences firms’ performance, but that managers cannot simply attempt to extrapolate B2C findings to the B2B arena. By synthesizing and assessing prior research on WOM in the B2B context, this study contributes to a better understanding of the B2B WOM phenomenon and facilitates future research on this topic.

Customer identification leads to behaviors that are beneficial for firms. This paper aims to analyze the effect of firm identification and community identification on content creation, which indirectly may affect offline word of mouth and online word of mouth.

This paper proposes a research model that is tested using data from 491 users of online travel agencies. To do so, partial least squares method is used.

The results show a positive relationship between firm identification and community identification. Moreover, both variables exert a positive effect on content creation. Furthermore, content creation positively influences offline and online word of mouth. This influence is moderated by self-enhancement in the case of online word of mouth.

Firm managers must enhance customer identification, as it can turn in behaviors that are beneficial for the company. Moreover, firms that own online communities must apply segmentation strategies based on identification and self-enhancement to encourage positive behaviors from customers.

This research tests the relationship between firm identification and community identification. Additionally, this study jointly analyzes the impact of these variables on several beneficial behaviors.

La identificación del consumidor genera comportamientos que son beneficiosos para las empresas. Esta investigación analiza el efecto directo de la identificación con la compañía y la identificación con la comunidad sobre la creación de contenido, así como el efecto indirecto de estas variables de identificación sobre el boca- oído offline y online.

Esta investigación propone un modelo teórico, el cual es estimado mediante Partial Least Squares a partir de información procedente de 491 usuarios de agencias de viajes online.

Los resultados muestran una relación positiva entre la identificación con la firma y la identificación con la comunidad. Además, ambas variables ejercen un efecto positivo en la creación de contenido. Asimismo, la creación de contenido influye positivamente sobre el boca-oído offline y online. Esta influencia es moderada por la necesidad de reconocimiento de los consumidores.

Los resultados del trabajo recomiendan potenciar la identificación del cliente con la empresa, dado esta identificación conlleva comportamientos beneficiosos para la compañía. Además, las compañías que poseen comunidades online deberían aplicar estrategias de segmentación basadas en la identificación y la necesidad de reconocimiento de cara a potenciar que sus clientes llevan a cabo comportamientos positivos para la empresa.

Esta investigación examina la relación entre la identificación con la compañía y la identificación con la comunidad. Adicionalmente, este estudio analiza conjuntamente el impacto de estas variables en comportamientos que son beneficiosos para la empresa

Trabajo de investigación