The influence of website quality and star rating signals on booking intention: Analyzing the moderating effect of variety seeking

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2020-08-03 DOI:10.1108/sjme-09-2019-0076

Tamara Belver-Delgado, Sonia San-Martín, R. M. Hernández-Maestro

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引用次数: 10

Abstract

The purpose of this study is to analyze the influence of booking website (hotel or third-party) characteristics and hotel star-rating classification, as signals of quality, on travelers’ relationships with hotels or hotel chains, taking into account the moderating effect of travelers’ tendencies to seek variety.,To test the hypothesized relationships, structural equation modeling was performed. A multi-group analysis was also conducted to test the moderating effect of travelers’ variety seeking.,Both booking website quality and star rating improve customer satisfaction with specific experiences at hotels and behavioral intentions toward hotels. The results also show that travelers’ variety-seeking levels (low/high) exert a moderating effect on their overall relationships with hotels, and quality signals are more relevant for those who are less inclined to seek variety in their travel experiences.,This paper analyzes the importance of quality signals on travelers’ relationships with hotels in an electronic shopping environment. Furthermore, the influence of travelers’ variety-seeking in the hotel sector in particular is studied. For hotel managers, a better knowledge of this personality trait can help to apply successful segmentation strategies.,Este estudio analiza la influencia de las caracteristicas del sitio web de reserva -web propia del hotel o de un tercero- y del numero de estrellas del hotel, como senales de calidad, en la relacion del cliente con el hotel o cadena, teniendo en cuenta el efecto moderador de la tendencia del viajero a buscar variedad.,Para probar las hipotesis, se llevo a cabo un modelo de ecuaciones estructurales (SEM). Tambien se realizo un analisis multi-grupo para probar el efecto moderador de la busqueda de variedad del viajero.,Tanto la calidad del sitio web de reserva como las estrellas favorecen la satisfaccion del cliente con la experiencia concreta en el hotel y, finalmente, las intenciones de comportamiento hacia el hotel. Ademas, el analisis muestra que el nivel de busqueda de variedad del viajero (bajo/alto) ejerce un efecto moderador en su relacion global con el hotel y que las senales parecen ser mas relevantes para los individuos con menor tendencia a buscar variedad en sus experiencias de viaje.,Este trabajo analiza la importancia de las senales de calidad en la relacion de los viajeros con los hoteles en un entorno de compra electronica. Ademas, se estudia la influencia de la busqueda de variedad de los viajeros en el sector hotelero en particular. Un mejor conocimiento de este rasgo de la personalidad puede ayudar a los gerentes de hotel a aplicar estrategias de segmentacion exitosas.

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网站质量和星级评价信号对预订意向的影响:多样性寻求的调节效应分析

本研究的目的是分析预订网站(酒店或第三方)特征和酒店星级分类作为质量信号对旅行者与酒店或连锁酒店关系的影响，同时考虑旅行者寻求多样性倾向的调节作用。为了验证假设的关系，进行了结构方程建模。通过多组分析，验证了旅行者多样性寻求的调节作用。预订网站质量和星级评价都能提高顾客对酒店特定体验的满意度和对酒店的行为意向。结果还显示，旅行者的多样性追求水平(低/高)对他们与酒店的整体关系产生调节作用，而质量信号对那些不太倾向于在旅行体验中寻求多样性的人更有相关性。本文分析了在电子购物环境下，质量信号对旅客与酒店关系的重要性。此外，本文还特别研究了旅行者求变对酒店行业的影响。对于酒店管理者来说，更好地了解这一个性特征有助于成功地运用细分策略。，Este studio分析了酒店特色的影响，如:酒店特色的影响、酒店预订的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响。，Para probar as hipoesis, se levo a cabo unmodelo de ecuaciones structures (SEM)。本研究分析了多群体准概率效应对中老年人群的影响。酒店的客户满意度，酒店的具体体验，酒店的最终体验，酒店的整体体验，酒店的整体体验。此外，通过分析酒店与酒店之间的关系，我们可以发现酒店与酒店之间的关系，以及酒店与酒店之间的关系，以及酒店与酒店之间的关系。例如，我们分析了电子商务的重要性，我们分析了电子商务的重要性，我们分析了电子商务与电子商务的关系。尤其是在酒店的各个部门，我们都有自己的见解和见解。主要的商业模式是个性化模式、个性化模式、酒店模式和细分市场策略。

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

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.