A profile deviation approach to enhancing relationship marketing outcomes

IF 11.9 1区管理学 Q1 BUSINESS

Journal of Hospitality Marketing & Management Pub Date : 2023-06-23 DOI:10.1080/19368623.2023.2226641

Senika Dewnarain, F. Mavondo, Haywantee Ramkissoon, Ahmed Shaalan

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引用次数: 1

Abstract

Abstract The study examines seven key dimensions of online customer engagement behaviour and uses these to build ideal and baseline profiles. This ensures verbal and statistical correspondence. This approach allows identification of critical customer engagement behaviour to invest in and which one to invest in for maintenance. The study finds that deviating from the critical behaviours has negative implications for the spreading of positive word of mouth and brand loyalty. The findings and the methodological procedures are of interest to hospitality managers and academics. Data for the study was obtained from 326 customers at various hotels in Mauritius. The configural conceptual framework was tested using profile deviation to assure verbal and statistical correspondence leading to clear actionable recommendations for managers. The analysis goes beyond the approach in extant research by examining both the global and disaggregated impacts on PWOM and brand loyalty. The theoretical and managerial implications of the study are further discussed.

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一种提高关系营销效果的个人资料偏差方法

摘要本研究考察了在线客户参与行为的七个关键维度，并利用这些维度建立理想和基线档案。这确保了口头和统计上的一致性。这种方法可以确定要投资的关键客户参与行为，以及投资哪种行为进行维护。研究发现，偏离批判性行为对正面口碑和品牌忠诚度的传播具有负面影响。酒店管理人员和学术界对研究结果和方法感兴趣。这项研究的数据来自毛里求斯各酒店的326名顾客。使用轮廓偏差对结构概念框架进行了测试，以确保口头和统计上的一致性，从而为管理者提供明确可行的建议。该分析超越了现有研究的方法，考察了全球和分类对PWOM和品牌忠诚度的影响。进一步讨论了该研究的理论和管理意义。

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来源期刊

Journal of Hospitality Marketing & Management Multiple-

CiteScore

20.90

自引率

6.40%

发文量

期刊介绍： The Journal of Hospitality Marketing & Management serves as a peer-reviewed platform dedicated to advancing understanding, practice, and education in hospitality marketing and management. It strives to foster the development of knowledge and theory by promoting new ideas, models, approaches, and paradigms. Embracing a multifaceted approach that spans administrative disciplines, liberal arts, and social sciences, the journal disseminates knowledge through high-quality, peer-reviewed research papers, reports, and book reviews. It stands as a unique forum for the community of students, academics, and practitioners who share a common interest and commitment to the field of hospitality marketing and management.