Search results for "Word-of-mouth"
showing 10 items of 25 documents
Motivations, engagement and adoption of e-WOM in restaurants.
2022
Resumen El objetivo del presente trabajo fue estudiar el efecto que tienen las motivaciones para consultar y escribir e-WOM sobre el compromiso con el e-WOM y la influencia de dicho compromiso en la adopción del e-WOM consultado. Para analizar estas relaciones, se realizó una investigación empírica aplicada en el contexto de los restaurantes. El ámbito geográfico fue Ecuador, con una muestra de 461 consumidores. Se utilizó un modelo de ecuaciones estructurales y se validó la cadena de relaciones. Los resultados confirmaron las relaciones entre estas variables; además, se presentaron implicaciones académicas interesantes para profundizar en el estudio sobre el compromiso con el e-WOM, así co…
Creation of a brand model through SEM to predict users' loyalty and recommendations regarding a public sports service.
2021
Brand perception is a key element in achieving business success: how a brand is perceived by current and potential users determines what they think and their disposition towards the brand. The users' perception also determines whether they will perceive the sports service as offering a greater quality or value than other services, whether they will be more loyal, or whether they will recommend the service. This paper analyses the brand perception of users of a public sports service, creating a model of structural equations that analyses how credibility and trust influence a user's congruence with the brand and the generation of positive attitudes towards the brand and how these variables in…
Antecedentes de las consultas de boca-oído online sobre hoteles
2017
Las consultas online sobre productos y servicios antes de la compra han recibido menor atención en la literatura que la generación de comentarios después de la experiencia. Nuestro trabajo aborda, por tanto, el estudio de la conducta de boca-oído online desde la perspectiva del receptor. El objetivo es investigar las variables que contribuyen en la adopción de boca-oído online para tomar la decisión de elección de un hotel. Para ello, se analiza la cadena de relaciones “motivaciones→intención de consultar→volumen→adopción”, considerando tres tipos de motivaciones: conveniencia, riesgo y sociales. Con una muestra de 393 huéspedes de hoteles de 3, 4 y 5 estrellas y a partir de un modelo de ec…
Positive gender congruency effects on shopper responses:Field evidence from a gender egalitarian culture
2021
National audience; This field study examined how customer-employee interactions are affected by the congruency between an employee's gender and the perceived gender image of the consumption context in one of the most gender equal cultures in the world (Scandinavia). Mystery shoppers had a service encounter with an employee across a set of physical commercial settings that were classified according to their gender image. The mystery shoppers noted the gender of the employee, provided employee evaluations, and indicated word-of-mouth (WOM) ratings. Shoppers who had a gender congruent service encounter (e.g., a female employee in a “feminine” consumption context) reported more favorable employ…
The effect of the valence of forgiveness to service recovery strategies and service outcomes in food delivery apps
2022
The literature offers valuable insights into various aspects of service recovery and service outcomes. However, the available findings are limited relative to the size of the ever-expanding service economy. In particular, past studies have left more granular nuances of the association between service recovery strategies and service outcomes, such as the mediating role of forgiveness or the valence of forgiveness, under-explored. Recognising that an improved understanding of recovery from failures is crucial for sustaining positive customer–brand relationships in the service economy, the present study investigates the mediating effect of the valence of forgiveness (both exoneration and resen…
Segmenting customers according to online word-of-mouth about hotels
2021
There is a renewed interest in the study of online word-of-mouth behavior due to the increasing use of the Internet and the development of social networks. This paper focuses on the receiver perspective to analyze the unequal influence of the antecedents of online consumer searches. The main purpose is to detect the heterogeneity of the effect of different motivations (convenience, risks reduction and social reassurance) and the volume of comments on the willingness to check online reviews. Based on 393 guests of hotels, a mixture regression model indicates the existence of three internally consistent segments, which reveal the varying influence on consumer intentions to look at online comm…
Las experiencias insatisfactorias en restaurantes y el boca-oído negativo
2013
ResumenLos consumidores insatisfechos tienden a contar más sus experiencias que los satisfechos, por lo que los comentarios boca-oído negativos se difunden más que los positivos. Además, los clientes insatisfechos se comportan de forma heterogénea en función de diferentes factores relativos a su experiencia. En este contexto, este trabajo aborda el estudio de las comunicaciones negativas, en su vertiente conductual y actitudinal, desde el enfoque de la segmentación. El objetivo es conocer la relación entre el boca-oído negativo y el nivel de insatisfacción, las emociones, la experiencia previa del consumidor, sus respuestas de queja y de conducta de cambio, y su perfil sociodemográfico. Ana…
Effect of customer heterogeneity on the relationship satisfaction–loyalty
2014
Abstract The need to study the differences among consumers due to their behavioural heterogeneity and the highly competitive consumer markets is recognized. In this paper, we analyse the potential heterogeneous shopping assessment in retail and how that experience may influence on consequent customer loyalty in a different way. The effects of satisfaction on attitudinal and behavioural loyalty and positive word of mouth are estimated by a finite-mixture structural equation model, and unobserved heterogeneity is analysed simultaneously. The results show that there are three latent segments where the strength of causal relationships differs which mean that there is an overestimation of the im…
Unlocking behaviors of long-term service consumers : the role of action inertia
2017
Purpose 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. Design/methodology/approach 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. Findings Results suggest that a positive link between repatronage intention and WOM, hereto a neglected relationship in the marketing literature, in contrast to previous literat…
Sosiaalisen median hyödyntäminen suusanallisessa e-markkinoinnissa
2011
Lax, Antti Sosiaalisen median hyödyntäminen suusanallisessa e-markkinoinnissa Jyväskylä: Jyväskylän yliopisto, 2011, 26 s. Tietojärjestelmätiede, kandidaatin -tutkielma Ohjaaja: Salo, Markus Tässä tutkimuksessa tutkitaan sosiaalista mediaa ja suusanallista e-markkinointia kirjallisuuskatsauksen avulla. Tarkoituksena on selvittää miten aiheeseen liittyviä käsitteitä on määritelty kirjallisuudessa, sekä pyrkiä löytä-mään käsitettä parhaiten kuvaavat määritelmät. Samalla tutkitaan miten sosiaa-lista mediaa voidaan hyödyntää suusanallisessa markkinoinnissa. Aluksi tutkimuksessa perehdytään sosiaalisen median käsitteeseen sekä muihin siihen liittyviin käsitteisiin, joiden kautta sosiaalinen medi…