Does guests-perceived value for money affect WOM and eWOM? The impact of consumer engagement on SNS on eWOM

IF 3.8 Q2 MANAGEMENT

TQM Journal Pub Date : 2023-08-30 DOI:10.1108/tqm-03-2023-0088

Gustavo Quiroga Souki, Alessandro Silva de Oliveira, Marco Túlio Correa Barcelos, Maria Manuela Martins Guerreiro, J. Mendes, Luiz Rodrigo Cunha Moura

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引用次数: 1

Abstract

PurposeHotels provide high-quality guest experiences to generate perceived value for money (PVM), positively influencing word-of-mouth (WOM) and electronic word-of-mouth (eWOM) communication. This study aims to (1) verify the impacts of the perceived quality by the guests about their experiences in hotels on their PVM; (2) inspect the influence of guests' perception of hotel prices on PVM; (3) examine the impacts of guest PVM on their hotel experiences on WOM and eWOM and (4) investigate the consequences of the hotel guests' behavioural engagement on social networking sites (HGBE-SNS) on eWOM.Design/methodology/approachThis quantitative and descriptive study consists of a survey with 371 guests who evaluated their experiences at three hotels in Brazil. PLS-SEM tested the hypothetical model that resorted to the stimulus-organism-response theory (S-O-R), proposed by Mehrabian and Russell (1974). Cluster Analysis compared the PVM, WOM and eWOM of groups of hotel guests with different levels of social media engagement.FindingsPerceived quality by hotel guests positively impacts PVM. Perceived price negatively influences PVM. PVM had a positive and robust impact on WOM. PVM impacts and explains weakly eWOM. In contrast, HGBE-SNS affects and better explains eWOM than PVM.Originality/valueThis unprecedented investigation concomitantly exhibits the relationships between perceived quality, price, PVM, WOM, eWOM and HGBE-SNS. Hotels must offer high perceived quality experiences to influence PVM and WOM positively. PVM is unable to stimulate eWOM strongly. HGBE-SNS is pivotal for guests to share their hotel experiences through eWOM. This study suggests marketing strategies for hospitality companies to amplify customer engagement on SNS.

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客人对金钱的感知价值是否影响口碑和口碑?消费者在SNS上的参与对eom的影响

PurposeHotels提供高质量的客人体验，以产生感知物有所值（PVM），积极影响口碑（WOM）和电子口碑（eWOM）沟通。本研究旨在（1）验证客人对酒店体验的感知质量对其PVM的影响；（2）考察客人对酒店价格的感知对PVM的影响；（3）研究客人PVM对其酒店体验的影响，以及（4）调查酒店客人在社交网站（HGBE-SNS）上的行为参与对电子口碑的影响。设计/方法论/方法这项定量和描述性研究包括对371名客人的调查，他们评估了自己在巴西三家酒店的体验。PLS-SEM测试了Mehrabian和Russell（1974）提出的采用刺激-机体反应理论（S-O-R）的假设模型。聚类分析比较了不同社交媒体参与水平的酒店客人群体的PVM、WOM和eWOM。发现酒店客人的感知质量对PVM有积极影响。感知价格对PVM产生负面影响。PVM对口碑有积极而有力的影响。PVM对eWOM的影响和解释较弱。相反，HGBE-SNS比PVM影响并更好地解释eWOM。独创性/价值这项前所未有的调查同时展示了感知质量、价格、PVM、WOM、eWOM和HGBE-SNS之间的关系。酒店必须提供高感知质量的体验，以积极影响PVM和WOM。PVM不能强烈刺激eWOM。HGBE-SNS是客人通过eWOM分享酒店体验的关键。这项研究为酒店公司提供了营销策略，以扩大客户在社交网络上的参与度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

TQM Journal Business, Management and Accounting-Business, Management and Accounting (all)

CiteScore

9.10

自引率

0.00%

发文量

114

期刊介绍： Commitment to quality is essential if companies are to succeed in a commercial environment which will be virtually unrecognizable in less than a decade. Changing attitudes, changing perspectives and changing priorities will revolutionise the structure and philosophy of future business practice - and TQM will be at the heart of that metamorphosis. All aspects of preparing for, developing, introducing, managing and evaluating TQM initiatives.