The Effect of Electronic Word of Mouth and Service Quality on Satisafaction: Destination Image as a Mediator

Nurhidayati,; Abror,

doi:10.2991/aebmr.k.200305.147

Cited by 2 publications

(2 citation statements)

References 33 publications

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“…Hotel image (HI) is one of the constructs that is often used as a mediator that influences loyalty behavior and preferences of the customers (Bashir et al, 2020;Nurhidayati, 2020;Supardin et al, 2018). Because the research population of this study is the customers of IJCHM 34,11 hotels, not social media, the appropriate hypothesis is that the image of the social media associated with a destination hotel is not a direct contributor to the decision to stay at the hotel.…”

Section: Hypothesis Developmentmentioning

confidence: 99%

“…Han and Hyun (2017) and Lai (2019) found that customers set expectations regarding service quality before any visit just through official and unofficial information sources. Nurhidayati (2020) proposed that electronic word-of-mouth (eWOM) is a strong contributor that helps to form customer expectations of service quality. Therefore, this study proposes that the image of a hotel positively contributes to ASQ:…”

Section: Hypothesis Developmentmentioning

confidence: 99%

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Exploring the impact of social media platform image on hotel customers’ visit intention

Chen²,

Wang³

et al. 2022

IJCHM

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Purpose Many tourism-related industries, such as hotels, use social media as a marketing tool for promotion and distribution. This paper aims to use a model that explores the impact of social media platform image (SMPI) on customers’ visit intention (VI) in a hotel context, using hotel image (HI), motivation (Mot) and anticipated service quality (ASQ) as mediators. The objectives of this study are then: to understand the interactions between the two brand images, to test the mediation effect of HI, Mot and ASQ and to investigate how this interaction contributes to customers’ VI to hotel. Design/methodology/approach This study used a convenience sampling method that targeted respondents who are willing to book a hotel using a social media platform such as Facebook and a hotel reservation website (Agoda, Airbnb, Booking.com, Hotels.com and Trivago) that have forums that allow customers to share their experiences. The survey was conducted through various social media platforms, with 349 responses being collected. Findings This study finds that SMPI contributes to Mot largely through HI, Mot partly mediates the relationship between HI and ASQ and Mot contributes to VI mostly through direct impact and a small part through ASQ. The findings also indicate that SMPI is less potent in terms of contributing to the later constructs if HI is low. Practical implications This research provides practical implications for marketers serving the hotel industry, and social media sites, and establishes the interrelationship between them. This research also offers insight to the hotel managers for using social media platforms to attract potential visitors because social media platforms in recent years have become significant contributors to customers’ decision-making process of booking and visiting a hotel. Originality/value This study provides results on how social media platforms can be caused to become a more effective hotel promotion channel.

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Section: Hypothesis Developmentmentioning

confidence: 99%

Section: Hypothesis Developmentmentioning

confidence: 99%