Mónica Veloso and Monica Gomez-Suarez
Academic research on customer experience (CX) in the hospitality industry has recently experienced vast growth as managers have increasingly focused on delivering distinctive…
Abstract
Purpose
Academic research on customer experience (CX) in the hospitality industry has recently experienced vast growth as managers have increasingly focused on delivering distinctive experiences to their guests. Despite the relevance of this topic, studies conducted in this area within the hotel context are scarce and dispersed. This paper aims to classify the main academic studies and to present a definition of hotel CX, a conceptual model, emerging trends and future research gaps.
Design/methodology/approach
A systematic literature review (SLR) was selected as the research methodology. Adapted from preferred reporting items of SLR and meta-analysis statements, this study entailed an in-depth review of 46 articles published in English between 2006 and 2021. The articles were compiled using keyword searches in Scopus and Web of Science.
Findings
This study facilitates an understanding of the hotel CX. The conceptual framework derived from the SLR includes the entire set of antecedents, consequences, mediators and moderators of this concept. The results also illustrate the topic’s academic evolution and expose major guidelines that can help determine areas for future research.
Originality/value
This study adds value to the hospitality research literature via SLR. The framework of CX in the hotel industry synthesizes the existing knowledge on this topic and identifies research gaps. The proposed framework allows for the improvement of future hotel CX studies.
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Mónica Veloso and Monica Gomez-Suarez
This study aims to determine how hotel-generated content (HGC) on official social media accounts influences booking intention by considering the mediating role of three key…
Abstract
Purpose
This study aims to determine how hotel-generated content (HGC) on official social media accounts influences booking intention by considering the mediating role of three key constructs: user evaluations of the perceived quality of information, engagement and brand attitude.
Design/methodology/approach
A total of 834 valid online questionnaires were collected to empirically test the measurement and structural model using a partial least square path modeling approach.
Findings
Although HGC does not have a direct effect on booking intention, this construct has a positive influence on both the perceived quality of information and engagement, which in turn positively influence booking intention. In addition, greater engagement generates a positive attitude, which increases booking intention.
Originality/value
This study represents a new step in understanding the influence of HGC on tourist behavior by extending research on guests’ decision-making processes and empirically demonstrating the chain of related influences that begins with HGC to promote booking intention.
研究目的
本研究旨在通过考虑三个关键结构的中介作用来确定官方社交媒体账户上酒店生成的内容 (HGC) 如何影响预订意愿:用户对信息感知质量的评价、参与度和品牌态度。
研究设计/方法/途径
共收集了 834 份有效的在线问卷, 以使用偏最小二乘路径建模方法对测量和结构模型进行实证检验。
研究发现
虽然 HGC 对预订意愿没有直接影响, 但这种结构对信息的感知质量和参与度都有积极影响, 进而对预订意愿产生积极影响。 此外, 更多的参与会产生积极的态度, 从而增加预订意愿。
研究原创性
本研究代表了理解 HGC 对游客行为影响的新步骤, 它扩展了对客人决策过程的研究, 并通过实证证明了从 HGC 开始的相关影响链, 以促进预订意愿。
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Mónica Gómez-Suárez, Mónica Veloso and María Jesús Yagüe
This research analyses the impact of experiential marketing events on word-of-mouth for destination brands while considering the moderating role of brand familiarity and the…
Abstract
Purpose
This research analyses the impact of experiential marketing events on word-of-mouth for destination brands while considering the moderating role of brand familiarity and the mediating role of brand equity.
Design/methodology/approach
The study is based on a survey of 844 participants in a real event organised by a leisure Spanish destination with a large inflow of national and international attendees, in conjunction with the city government where it is located.
Findings
Attendees’ evaluation of the event exerted a significant positive effect on word-of-mouth. However, brand equity – which is built over time via past marketing actions – mediates this relationship. Meanwhile, brand familiarity moderates the relationship between people’s overall evaluation of the event, brand equity and positive recommendations.
Practical implications
These results offer guidance to destination managers regarding reoccurring experiential marketing events. Participants with high appraisal of events serve to create buzz and amplify the event experience for others.
Originality/value
The study is a novel attempt to analyse the influence of visitors’ experiences on brand destination outcomes by considering the moderating role of brand familiarity – an issue that, to our knowledge, has not been assessed in the context of events. The results make clear that mere exposure to a brand does not necessarily lead to brand equity and WOM. Instead, managers must design experiential events carefully – not only to convert sporadic visitors into frequent customers but also to keep consistent clients from losing interest.
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Mónica Gómez-Suárez and Mónica Veloso
The purpose of this paper is to develop a model to measure the impact of brand experience in the hotel industry, on word-of-mouth (WOM) recommendations while accounting for the…
Abstract
Purpose
The purpose of this paper is to develop a model to measure the impact of brand experience in the hotel industry, on word-of-mouth (WOM) recommendations while accounting for the possible mediating role of people’s emotional attachment with the brand.
Design/methodology/approach
Data were collected through an online survey of 416 hotel customers. The proposed model was tested with structural equations modelling (SEM).
Findings
The results suggest that brand experience in the hotel sector is a consequence of four dimensions: location, ambience, staff and Web, in that order of influence. In addition, the study confirms the mediating role of emotional attachment in the relationship between experience and WOM recommendations. However, the experience itself has a greater direct impact than the attachment.
Practical implications
By knowing the dimensions that comprise the hotel brand experience, managers can design more impactful experiences that create strong links with guests, thereby increasing WOM recommendations.
Originality/value
This paper enriches the existing literature on brand experience in the hospitality sector and provides evidence of the mediating role of emotional bonding. Previous research has proven that linking is a consequence of experience, but not yet examined its mediating role.
Propósito
El objetivo principal de esta investigación es desarrollar un modelo para medir el impacto de la experiencia de marca en la industria hotelera, sobre las recomendaciones boca-oído, teniendo en cuenta el posible rol mediador de la vinculación afectiva con la marca.
Diseño/metodología/enfoque
Los datos se recogieron mediante una encuesta online a 416 clientes de hoteles. La contrastación del modelo propuesto se ha realizado mediante el desarrollo de un modelo con ecuaciones estructurales (SEM).
Hallazgos
Los resultados sugieren que la experiencia de marca en el sector hotelero, es consecuencia de cuatro dimensiones (ubicación, ambiente, personal y web), siendo ubicación, ambiente y personal más influyentes que la web en la generación de experiencias. Se confirma el rol mediador de la vinculación afectiva en la relación entre la experiencia y las recomendaciones boca-oído. No obstante, la experiencia tiene mayor impacto directo que el vínculo afectivo en esta relación.
Implicaciones prácticas
Conocer las dimensiones que integran la experiencia de marca en el hotel, permite a los gerentes diseñar mejores experiencias que impacten a sus huéspedes y consigan y crear fuertes vínculos con ellos, incrementando así las recomendaciones boca-oído.
Originalidad/valor
El presente trabajo enriquece la literatura existente sobre experiencia de marca en el sector turístico y aporta evidencias del rol mediador de la vinculación afectiva. Investigaciones previas han probado que la vinculación es consecuencia de la experiencia, pero no su papel mediador.
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Monica Chaudhary, Suhail M. Ghouse and Omar Durrah
Young children, often called as teenagers (13-14 years) and tweenaged (8-12 years), are the new potential game changers for the big corporate. This paper aims to analyze Arab…
Abstract
Purpose
Young children, often called as teenagers (13-14 years) and tweenaged (8-12 years), are the new potential game changers for the big corporate. This paper aims to analyze Arab children’s influence for various products and services and across different buying process stages. The primary survey was conducted to capture a child’s role in family decision-making by analyzing their consumer socialization, influencing strategies and their influence across various products and buying stages.
Design/methodology/approach
Based on the review and the research gap, a bilingual questionnaire in English and Arabic language was developed. The research study was organized in three stages. It commenced with a pilot study conducted with ten school students in the age group of 8-10 years. The second stage involved contact with the schools by telephone to brief them on the purpose of the study and to request the participation of their students. The last stage was based on the survey conducted in the time period of September-November 2016-17.
Findings
Almost 25 per cent of the children surveyed prefer to buy stationary and books after discussing with their parents. On the other hand, food/beverage is one particular item where children go ahead and buy theses item themselves even without discussing with their parents (42.50 per cent of the total respondents). As per children’s perception, they are most influential in the final decision stage (mean = 1.84 and SD = 0.499), followed by search and evaluation stage (mean = 1.80 and SD = 0.441) and start stage (mean = 1.79 and SD = 0.488).
Research limitations/implications
Further research is needed in Arab countries, especially with parents of different social status, as their shopping behaviour is expected to differ. Also, as this analysis is based on child’s perception, parents’ views must also be analyzed for better results.
Practical implications
The is the first-of-its-kind research in the Gulf region. This empirical research highlights the need for global marketers to understand the distinct features and identity of a young Arab consumer. Despite Oman being a very traditional culture which emphasizes on conformity to group norms and social acceptance and hence confirms to collectivistic culture, where kids are supposed to be obedient, there is this new wave of super energetic, more informed young kids who take their own consumer decisions.
Originality/value
After going through the extensive literature review of different countries/cultures, there has been very clear understanding that despite being an important family member, almost no research has been focussed on kids in gulf nations.
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Elenise Martins Rocha, Diego Augusto de Jesus Pacheco, Natália Silvério, Cinthya Mônica da Silva Zanuzzi and Paulo Maurício Selig
Despite the significance of knowledge sharing for competitive advantage in networked businesses like franchising systems, there is a lack of comprehensive understanding regarding…
Abstract
Purpose
Despite the significance of knowledge sharing for competitive advantage in networked businesses like franchising systems, there is a lack of comprehensive understanding regarding the strategic value of knowledge sharing in the context of franchising. In particular, the specific contribution of information and communication technologies (ICTs) in facilitating interorganizational knowledge exchange among franchising members remains inadequately understood, particularly in emerging economies. Therefore, this study aims to explore the mechanisms involved in the knowledge-sharing process facilitated by a virtual learning environment (VLE) within franchising networks and examine the role of VLEs in facilitating knowledge.
Design/methodology/approach
This study uses a multiple-case study approach involving 24 franchisees and the franchisor within a Brazilian franchising network operating in the furniture market to examine the role played by a VLE.
Findings
The results of the study reveal that the introduction of a VLE has played a significant role in fostering enhancements in the knowledge-sharing process among the franchisor and franchisees in the network. Moreover, the results indicate that VLEs play a significant role in overcoming geographical obstacles, thereby enabling efficient knowledge sharing between franchisees and franchisors operating in extensive territorial contexts. Finally, findings indicate that intracommercial competition acts as a prominent barrier, leading to low levels of cooperation and knowledge-sharing intent among franchisees within the network.
Originality/value
This study contributes to the existing knowledge by enhancing the understanding of how ICTs can facilitate knowledge sharing in organizations operating within franchising systems. Furthermore, this paper advances the comprehension of the role of networking franchising configuration and governance in supporting organizational improvements. Additional actionable insights are provided.
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Henrik Eriksson, Ida Gremyr, Bjarne Bergquist, Rickard Garvare, Anders Fundin, Håkan Wiklund, Michael Wester and Lars Sörqvist
The purpose of this paper is to identify and explore important quality-related challenges facing organizations, and investigate how current excellence models incorporate these…
Abstract
Purpose
The purpose of this paper is to identify and explore important quality-related challenges facing organizations, and investigate how current excellence models incorporate these challenges.
Design/methodology/approach
The paper is based on a Delphi study of Swedish organizations. Forty-nine challenges were generated and ranked according to importance and the ten top-ranked challenges were compared to the principles of four excellence models.
Findings
The excellence models still seem to be relevant since their content matches many of the identified challenges. The Malcolm Baldrige National Quality Award and the Swedish Institute for Quality models were found to have the most comprehensive coverage, while the International Organization for Standardization model had limited coverage.
Research limitations/implications
Three areas for further research were identified: first, how quality management (QM) can evolve in different contexts that have varying needs in terms of adaptive and explorative capabilities; second, the interfaces of QM and sustainability, and ways to understand how customers and stakeholders can be active contributors to improvements; and third, the roles of the owners and board of directors regarding QM, and how to organize and distribute responsibilities of the QM work.
Practical implications
There are three important challenges that future revisions of excellence models could address: first, making QM a strategic issue for company owners; second, involving customers in the improvement activities; and third, developing processes that are robust yet still easily adaptable.
Originality/value
The Delphi study identified upcoming challenges in the QM area based on input from 188 quality professionals.
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The purpose of this paper is to investigate the practices of information and communication technology (ICT) in modernizing the courts. In this context, this paper focuses on the…
Abstract
Purpose
The purpose of this paper is to investigate the practices of information and communication technology (ICT) in modernizing the courts. In this context, this paper focuses on the usage of ICT in the Nepali judiciary system involving both judicial and court administration to automate judicial activities.
Design/methodology/approach
A narrative case study was conducted to identify the current status of technology in the judiciary system concerning court automation and administration. The information was gathered from justice, case registration officer, bench officer and admin personnel.
Findings
This study shows that technological intervention is made in the Nepali judiciary to automate judicial activities. The judicial activities, such as case registration, case automation, case hearing, the decision of cases and cause list, are of high priority and are managed through case management software. Furthermore, it demands an innovative learning environment within the judiciary to strengthen the capacity of the employees of the judiciary in the field of ICT.
Research limitations/implications
This study anticipates the participant’s perception and practical aspects of technology to modernize the courts to provide better and more effective service to its stakeholders. This study carried out the perceptions of the justice, bench officer, case registration officer and admin personnel. The voice of the other stakeholders was not carried out.
Practical implications
This paper establishes the practical aspects of ICT in modernizing the courts to provide better services to its stakeholders. It also replicates the status of ICT in the Nepali judiciary.
Originality/value
This paper tries to establish the practical implications of ICT along with its importance in the judiciary of Nepal.