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Article
Publication date: 15 June 2010

51

Abstract

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Kybernetes, vol. 39 no. 6
Type: Research Article
ISSN: 0368-492X

Available. Open Access. Open Access
Article
Publication date: 30 May 2018

Antoni Serra-Cantallops, José Ramon-Cardona and Fabiana Salvi

The purpose of this paper is to examine the role that positive emotional experiences play in the generation of electronic word-of-mouth (eWOM) and the influence both variables…

20562

Abstract

Purpose

The purpose of this paper is to examine the role that positive emotional experiences play in the generation of electronic word-of-mouth (eWOM) and the influence both variables have, together with customer satisfaction and brand reputation, on customer loyalty in the context of hospitality services.

Design/methodology/approach

An online survey has been conducted including customers of an important hotel chain in the holiday up-market segment. The study sample is composed of 878 customers from Germany and the UK. The model has been tested using partial least squares technique.

Findings

Results indicate that positive emotional experiences have a positive effect on satisfaction, eWOM generation and company reputation. This study identifies the provision of emotional experiences as a powerful generator of positive eWOM in the hospitality context and it states that customer satisfaction, in itself, does not guarantee positive eWOM generation.

Practical implications

Designing unique, tailor-made, memorable experiences can become a key element to increase loyalty and, particularly, to foster the generation of recommendations, that is positive eWOM, in the hotel industry.

Originality/value

The study makes a contribution on the antecedents of customer satisfaction, eWOM engagement and loyalty in the specific context of hotel services.

Objetivos

Este trabajo analiza el papel que juegan las experiencias emocionales positivas en la generación de eWOM y la influencia que ambas variables, junto con la satisfacción del cliente y la reputación de la marca, ejercen en la lealtad del cliente en el contexto de los servicios hoteleros.

Metodología

Se ha realizado una encuesta online a los clientes de una importante cadena hotelera de categoría media-alta del segmento vacacional. La muestra estaba compuesta por 878 clientes de Alemania y Reino Unido. El modelo ha sido analizado mediante Mínimos Cuadrados Parciales (PLS).

Resultados

Los resultados indican que las experiencias emocionales positivas tienen un impacto positivo sobre la satisfacción, la generación de eWOM y la reputación de la empresa. El estudio demuestra que la provisión de experiencias emocionales positivas constituye un poderoso factor generador de eWOM positivo en el contexto de los servicios hoteleros, mientras que la satisfacción del consumidor no garantiza, por sí misma, la generación de eWOM positivo.

Implicaciones prácticas

El diseño de experiencias únicas y memorables puede convertirse en un elemento clave para aumentar la lealtad y, en particular, fomentar la generación de recomendaciones positivas (eWOM) por parte de los clientes en el contexto de los servicios hoteleros.

Originalidad/valor

Este trabajo realiza una contribución al estudio de los precursores de la satisfacción del cliente, la generación de eWOM y la lealtad en el contexto específico de los servicios hoteleros.

Palabras clave

Experiencias emocionales, eWOM, lealtad, satisfacción, reputación, hoteles

Tipo de artículo

Trabajo de investigación

Details

Spanish Journal of Marketing - ESIC, vol. 22 no. 2
Type: Research Article
ISSN: 2444-9709

Keywords

Available. Open Access. Open Access
Article
Publication date: 13 March 2018

Aida Galiano, Vicente Rodríguez and Manuela Saco

The Bass model was created to analyse the product life cycle (PLC) in order to help sales and marketing departments in their business decision making. The purpose of this paper is…

3196

Abstract

Purpose

The Bass model was created to analyse the product life cycle (PLC) in order to help sales and marketing departments in their business decision making. The purpose of this paper is to analyse the diferences between the clients assisted and sales variables, to discover which of the two variables is the more useful for the estimation of the PLC phases through the Bass model, thus aiding the managers of company sales and marketing departments.

Design/methodology/approach

In this research, the authors analysed the 223,577 clients assisted by a nationwide network of car dealerships, who acquired 36,819 vehicles, during a 24-month period. In the analysis, the Bass model was applied to define the PLC phases; and nonlinear regression models were used to carry out the estimations.

Findings

The results show that more consistent estimates of the PLC phases are obtained from the clients assisted variable. This work has theoretical and practical implications that can help business management.

Research limitations/implications

The most remarkable thing about this research is that we have shown that the functionality of the clients assisted variable is greater than the sales variable for the Bass model and, therefore, for PLC estimation.

Practical implications

The results of this research are very useful, since they allow marketing decision makers to obtain more consistent estimations of the PLC phases using the Bass model and the clients assisted variable. This is based on the fact that the use of this variable helps to detect if there is any deficiency in the design of the marketing strategy when the client does not make the purchase.

Social implications

The data on clients assisted are as easily available to companies as sales data. However, the use of this variable improves PLC analysis and this allows an improvement in company forecasting. Thus, making the clients assisted variable a tool to strategically plan investments in innovation and marketing would reduce uncertainty in business management.

Originality/value

The purpose of this paper is to analyse the diferences between the clients assisted and sales variables, to discover which of the two variables is the more useful for the estimation of the PLC phases through the Bass model, thus aiding the managers of company sales and marketing departments.

Details

European Journal of Management and Business Economics, vol. 27 no. 3
Type: Research Article
ISSN: 2444-8494

Keywords

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