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Article
Publication date: 16 July 2020

Haemoon Oh, Misoon Lee and Seonjeong Ally Lee

This study aims to investigate how and why traveling consumers choose globally branded/operated, instead of locally branded, hotels when traveling to another country.

1220

Abstract

Purpose

This study aims to investigate how and why traveling consumers choose globally branded/operated, instead of locally branded, hotels when traveling to another country.

Design/methodology/approach

Building on signaling theory, the authors conceptualize a model to explain the consumer process of selecting global hotel brands and test the model empirically with South Korean international consumers through a self-administered survey.

Findings

The data support the relationships of selected brand signals, such as brand credibility, brand liability, decision heuristic and anticipated satisfaction, with brand attitude and purchase likelihood.

Practical implications

The results imply how global hotel brand managers could enhance the effect of global hotel branding on the consumer’s hotel choice.

Originality/value

The study adds to the literature by proposing a new, empirically supported model of global branding for the tourism and hospitality industry.

Details

Journal of Product & Brand Management, vol. 30 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 19 February 2025

Seonjeong Ally Lee, Kiwon Lee and Shinyong Jung

This study aims to investigate the role of emoji and the moderating effects of recycling messages in encouraging customers’ attitudes toward recycling and their recycling…

2

Abstract

Purpose

This study aims to investigate the role of emoji and the moderating effects of recycling messages in encouraging customers’ attitudes toward recycling and their recycling intentions via processing fluency.

Design/methodology/approach

Two 2 × 2 between-subject experiments are conducted to investigate the role of emojis, the moderating role of recycling messages and the mediating role of processing fluency on customers’ recycling experiences.

Findings

Study 1 identifies that customers’ attitudes toward recycling are enhanced when a positive emoji is used with a promotion-focused message, compared to a prevention-focused message. Study 2 finds that customers’ attitudes and recycling intentions are enhanced when a positive emoji is used with an upcycling message, compared to a recycling message. Both Study 1 and Study 2 identify the mediating role of processing fluency.

Practical implications

Results suggest strategically using emojis and various recycling messages to enhance customers’ recycling experience.

Originality/value

This study investigates the role of emojis as an effective recycling communication strategy.

Details

International Journal of Contemporary Hospitality Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 6 November 2018

Chandrasekaran Padmavathy, Seonjeong (Ally) Lee, Murugan Pattusamy, Mukesh Kumar Dey and Murali Swapana

Mobile instant messaging (MIM) applications have grown profusely worldwide in recent years in tandem with increased smartphone usage. The purpose of this paper is to examine the…

818

Abstract

Purpose

Mobile instant messaging (MIM) applications have grown profusely worldwide in recent years in tandem with increased smartphone usage. The purpose of this paper is to examine the relationships among perceived benefits, personality traits, MIM satisfaction, and social capital responses.

Design/methodology/approach

This paper uses partial least squares-SEM to investigate proposed hypotheses based on a sample of 1,519 WhatsApp users.

Findings

The results indicate that perceived benefits of MIM and personality traits have a positive influence on MIM satisfaction; and MIM satisfaction in turn has a positive effect on users’ social capital responses. MIM satisfaction partially mediates the relationships between perceived benefits, traits, and social capital. Additionally, the results indicate positive significant effect of Gen X and Y on social capital among other control variables.

Research limitations/implications

This study contributes to the growing body of knowledge on MIM. The results also provide important implications for MIM application developers and instigate future research in the MIM platform.

Originality/value

This study is the first attempt in integrating perceived benefits, personality traits, and social capital in MIM literature.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 30 no. 5
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 13 October 2017

Soon-Ho Kim and Seonjeong (Ally) Lee

The purpose of this study is to investigate how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as…

6470

Abstract

Purpose

The purpose of this study is to investigate how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds.

Design/Methodology/approach

This study investigated how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds.

Findings

Results identified customer–brand identification and service value influenced both service brand involvement and service brand-decision involvement. However, self-congruity only influenced customers’ service brand-decision involvement. Results also confirmed that customer involvement positively influenced service brand satisfaction and service brand loyalty.

Research limitations/implications

This study contributed to involvement and brand loyalty research, investigating the role of customer involvement on service brand loyalty.

Practical implications

Results suggested what factors could enhance brand loyalty to gain competitive advantages.

Originality/value

This study proposed and empirically investigated ways to enhance brand loyalty in the context of the coffee shop industry.

Details

Journal of Services Marketing, vol. 31 no. 7
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 31 July 2019

Minwoo Lee, Seonjeong (Ally) Lee and Yoon Koh

This study aims to investigate the effect of customers’ multisensory service experience on customer satisfaction with cognitive effort and affective evaluations using big data and…

5429

Abstract

Purpose

This study aims to investigate the effect of customers’ multisensory service experience on customer satisfaction with cognitive effort and affective evaluations using big data and business intelligence techniques.

Design/methodology/approach

Online customer reviews for all New York City hotels were collected from Tripadvisor.com and analyzed through business intelligence and big data analytics techniques including data mining, text analytics, sentiment analysis and regression analysis.

Findings

The current study identifies the relationship between affective evaluations (i.e. positive affect and negative affect) and customer satisfaction. Research findings also find the negative effect of reviewer’s cognitive effort on satisfaction rating. More importantly, this study demonstrates the moderating role of multisensory experience as an innovative marketing tool on the relationship between affect/cognitive evaluation and customer satisfaction in the hospitality setting.

Originality/value

This study is the first study to explore the critical role of sensory marketing on hotel guest experience in the context of hotel customer experience and service innovation, based on big data and business intelligence techniques.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 11
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 13 November 2017

Seonjeong (Ally) Lee and Soon-Ho Kim

This study aims to investigate the role of restaurant employees’ intrinsic motivations that influenced their knowledge-sharing behaviors and knowledge application behaviors, based…

2433

Abstract

Purpose

This study aims to investigate the role of restaurant employees’ intrinsic motivations that influenced their knowledge-sharing behaviors and knowledge application behaviors, based on need theory and prior knowledge management research.

Design/methodology/approach

A cross-sectional, self-administered survey was used to collect data from employees who work in the food and beverage sections of hotels, coffee shops or restaurants.

Findings

Results from this study supported the role of employees’ intrinsic motivations to share knowledge with other employees and apply their knowledge to actions. Moreover, results identified employees’ knowledge application behaviors that influenced their innovative behaviors.

Originality/value

This paper investigated the role of restaurant employees’ intrinsic motivations on their knowledge management and innovative behaviors.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 11
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 30 April 2021

Kiwon Lee, Ning Kuang Chuang, Seonjeong Ally Lee and Aviad A. Israeli

Crises influence individuals’ career development. The COVID-19 crisis has global impacts in financial, health and social aspects and service industries are at the forefront of the…

1922

Abstract

Purpose

Crises influence individuals’ career development. The COVID-19 crisis has global impacts in financial, health and social aspects and service industries are at the forefront of the pervasive impacts. This study investigated how college students’ perceptions of COVID-19 interplayed with self-efficacy on their academic plans and further identified major differences between students in service-oriented and nonservice-oriented majors.

Design/methodology/approach

A self-administered online survey was conducted with 299 undergraduates at a large Midwestern university during COVID-19. Regression analyses, including conditional analyses, examined the study hypotheses using SPSS.

Findings

The results showed that, in general, students’ self-efficacy reduced their intentions to change their academic majors. The joint effects of self-efficacy and perception of COVID-19 diverged among students in nonservice-oriented majors but converged among students in service-oriented majors (e.g. hospitality and tourism). These students in the service fields showed more commitment to their current majors even as their concerns about the social implications of COVID-19 increased.

Practical implications

This study suggests that academic institutions should try to improve students’ self-efficacy to maintain their career commitments during crisis times. Furthermore, service organizations should highlight the importance of social aspects as recovery from COVID-19 begins as a tool to recruit college graduates.

Originality/value

The literature on career decisions of students in service industries is quite limited. This study enriches the body of career decisions research in the context of service management by highlighting how service sectors are influenced by COVID-19.

Details

Journal of Hospitality and Tourism Insights, vol. 5 no. 3
Type: Research Article
ISSN: 2514-9792

Keywords

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Article
Publication date: 13 March 2017

Seonjeong Ally Lee and Minwoo Lee

The purpose of this study is to investigate different types of customer relationships on customers’ interaction with the brand, based on prior social media and relationship…

2917

Abstract

Purpose

The purpose of this study is to investigate different types of customer relationships on customers’ interaction with the brand, based on prior social media and relationship marketing research.

Design/methodology/approach

A cross-sectional, self-administered online survey was conducted to investigate the role of different types of relationships on customers’ brand-relevant responses in the context of hotel social media platforms.

Findings

Results identified customers’ relationships with services and brands, and how other customers influenced their parasocial interactions (PSIs). Customers’ PSIs then positively influenced their self-brand connection and their brand usage intention.

Originality/value

This study was the first attempt to propose a conceptual framework to explain different types of customer relationships on customers’ interactions with the brand in the context of hotel social media platforms.

Details

Journal of Hospitality and Tourism Technology, vol. 8 no. 1
Type: Research Article
ISSN: 1757-9880

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Article
Publication date: 10 July 2017

Seonjeong (Ally) Lee, Haemoon Oh and Cathy H.C. Hsu

Building upon previous research on country-of-origin. This study aims to investigate whether the effects of country-of-origin extend to the hotel industry, based on associative…

3751

Abstract

Purpose

Building upon previous research on country-of-origin. This study aims to investigate whether the effects of country-of-origin extend to the hotel industry, based on associative network and signaling theories.

Design/methodology/approach

Based on a self-administered survey with tourists in China, this paper investigates antecedents and outcomes of hotel brand image and the moderating role of a hotel’s brand origin.

Findings

Results reveal country, city and industry images positively influence hotel brand image. Hotel brand image then influences price perception, quality perception and overall satisfaction.

Practical implications

Country-of-operation image remains a relevant, powerful predictor of brand image; thus, hotels need to carefully manage country-of-operation image.

Originality/value

This paper incorporates and establishes the role of country-of-operation image on hotel brand image.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 7
Type: Research Article
ISSN: 0959-6119

Keywords

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Article
Publication date: 8 April 2024

Shinyong Jung, Seonjeong (Ally) Lee and Stephen Leitch

By integrating stimulus-organism-response theory and uses and gratifications theory, this study explored the salient gamification factors that satisfy the gratifications of…

406

Abstract

Purpose

By integrating stimulus-organism-response theory and uses and gratifications theory, this study explored the salient gamification factors that satisfy the gratifications of conference attendees in the context of an event gamification mobile app and their relationships with conference engagement, continuance intention and word-of-mouth.

Design/methodology/approach

The questionnaire was developed in Qualtrics and administered on a gamification application called Goosechase during an annual hospitality conference. The proposed hypotheses were tested using the partial least square-structural equation modeling (PLS-SEM).

Findings

The gratifications of social presence, education and entertainment through a gamification mobile app influences attendees’ engagement during the conference while achievement gratification does not. Positive effects of conference engagement on their continuous intention and WOM have been also validated.

Originality/value

By adopting a unique integrated approach that utilizes UGT and S-O-R framework, while considering conference engagement as work-related engagement, this study offers a fresh perspective on gamification apps and discusses its theoretical and practical implications in depth.

Details

International Journal of Event and Festival Management, vol. 15 no. 3
Type: Research Article
ISSN: 1758-2954

Keywords

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