Antecedents of positive eWOM in hotels. Exploring the relative role of satisfaction, quality and positive emotional experiences

• Published in: International journal of contemporary hospitality management 2020-11, Vol.32 (11), p.3457-3477
• Main Authors: Serra-Cantallops, Antoni, Ramón Cardona, Jose, Salvi, Fabiana
• Format: Article
• Language: English
• Subjects: Consumer behavior; Consumers; Consumption; Customer services; Hospitality industry; Hotels & motels; Marketing; Tourism
• ISSN: 0959-6119; 1757-1049
• DOI: 10.1108/IJCHM-02-2020-0113

Purpose This study aims to compare the relative importance of service quality (SQ), customer satisfaction (CS) and positive emotional experiences (PEE) to determine which is more influential in customers’ intention to spread positive eWOM. Design/methodology/approach A questionnaire that had been translated previously into English, German and Spanish and contained scales from previous studies, as well as a new scale created for electronic word-of-mouth (eWOM) (which was tested before fieldwork commenced), was sent through an online survey to all customers who had stayed in a hotel during the previous three months and were selected from the customers’ database of two international hotel chains that operate hotels worldwide, most of which are middle-upper class establishments that specialize in the holiday market. A total of 3,671 valid questionnaires were obtained, and the research model was tested using partial least squares. Findings The findings suggested that, in the context of mid-upscale hotels, SQ is of paramount importance for CS, but by itself, does not guarantee customers’ involvement in generating and spreading positive eWOM. CS, by itself, neither guarantees customer involvement in positive eWOM spreading. However, the provision of services that can generate PEE among hotel guests is a powerful determinant of positive eWOM spreading and also has a very positive effect on CS. Research limitations/implications The results are based on a sample selected from customers of mid-upper-class hotels that cater to the holiday segment, and therefore, apply only to customers who use this category of hotel services. Further research should be conducted on mid-lower-class hotels to determine whether the results obtained in this paper can be generalized throughout the hotel industry. Practical implications This study provides useful insights for hotel marketing managers by identifying a key causal element that fosters consumer creativity and consumer content creation by spreading eWOM. Managerial practices should strive to provide guest experiences that have the ability to increase emotional outcomes. The results have practical implications for product/service development, communication and customer relationship activities, as well as price and revenue management. Specifically, SME hotels could benefit from an increased volume of positive eWOM to increase their competitiveness. Originality/value The antecedents of eWOM have received less attention in research