Does guests-perceived value for money affect WOM and eWOM? The impact of consumer engagement on SNS on eWOM.
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| Title: | Does guests-perceived value for money affect WOM and eWOM? The impact of consumer engagement on SNS on eWOM. |
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| Authors: | Souki, Gustavo Quiroga1,2 (AUTHOR) gustavo@souki.net.br, Oliveira, Alessandro Silva de3 (AUTHOR) alessandro.oliveira@ufms.br, Barcelos, Marco Túlio Correa4 (AUTHOR) marcotuliocb@yahoo.com.br, Guerreiro, Maria Manuela Martins1 (AUTHOR) mmguerre@ualg.pt, Mendes, Júlio da Costa1 (AUTHOR) juliomendes2050@gmail.com, Moura, Luiz Rodrigo Cunha5,6 (AUTHOR) luizrcmoura@gmail.com |
| Source: | TQM Journal. 2024, Vol. 36 Issue 8, p2484-2506. 23p. |
| Subject Terms: | Consumer behavior, Online social networks, Hotel guests, Quality of service, Prices, Perceived quality |
| Abstract: | Purpose: Hotels 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/approach: This 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. Findings: Perceived 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/value: This 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. [ABSTRACT FROM AUTHOR] |
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| Database: | Education Research Complete |
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