The impact of positive emotional experiences on eWOM generation and loyalty

• Published in: Spanish Journal of Marketing - ESIC 2018-09, Vol.22 (2), p.142-162
• Main Authors: Serra-Cantallops, Antoni, Ramon-Cardona, José, Salvi, Fabiana
• Format: Article
• Language: English
• Subjects: Behavior; Brand image; Brand loyalty; Competition; Competitive advantage; Corporate image; Cultural heritage; Customer satisfaction; Customer services; Emotional experiences; Emotions; eWOM; Hotels; Hotels & motels; Loyalty; Reputation; Reputations; Satisfaction; Tourism; Travel
• ISSN: 2444-9709; 2444-9695; 2444-9709
• DOI: 10.1108/SJME-03-2018-0009

Purpose The purpose of this paper is to examine the role that positive emotional experiences play in the generation of electronic word-of-mouth (eWOM) and the influence both variables have, together with customer satisfaction and brand reputation, on customer loyalty in the context of hospitality services. Design/methodology/approach An online survey has been conducted including customers of an important hotel chain in the holiday up-market segment. The study sample is composed of 878 customers from Germany and the UK. The model has been tested using partial least squares technique. Findings Results indicate that positive emotional experiences have a positive effect on satisfaction, eWOM generation and company reputation. This study identifies the provision of emotional experiences as a powerful generator of positive eWOM in the hospitality context and it states that customer satisfaction, in itself, does not guarantee positive eWOM generation. Practical implications Designing unique, tailor-made, memorable experiences can become a key element to increase loyalty and, particularly, to foster the generation of recommendations, that is positive eWOM, in the hotel industry. Originality/value The study makes a contribution on the antecedents of customer satisfaction, eWOM engagement and loyalty in the specific context of hotel services. Objetivos Este trabajo analiza el papel que juegan las experiencias emocionales positivas en la generación de eWOM y la influencia que ambas variables, junto con la satisfacción del cliente y la reputación de la marca, ejercen en la lealtad del cliente en el contexto de los servicios hoteleros. Metodología Se ha realizado una encuesta online a los clientes de una importante cadena hotelera de categoría media-alta del segmento vacacional. La muestra estaba compuesta por 878 clientes de Alemania y Reino Unido. El modelo ha sido analizado mediante Mínimos Cuadrados Parciales (PLS). Resultados Los resultados indican que las experiencias emocionales positivas tienen un impacto positivo sobre la satisfacción, la generación de eWOM y la reputación de la empresa. El estudio demuestra que la provisión de experiencias emocionales positivas constituye un poderoso factor generador de eWOM positivo en el contexto de los servicios hoteleros, mientras que la satisfacción del consumidor no garantiza, por sí misma, la generación de eWOM positivo. Implicaciones prácticas El diseño de experiencias únicas y memorables puede convertirse en un eleme