scholarly journals To Green or Not to Green: The Influence of Green Marketing on Consumer Behaviour in the Hotel Industry

2019 ◽  
Vol 11 (17) ◽  
pp. 4623 ◽  
Author(s):  
Pere Mercade Mele ◽  
Jesus Molina Gomez ◽  
Lluis Garay
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Hotel Industry ◽  
Positive Influence ◽  
Green Marketing ◽  
Associate Learning ◽  
Attitudinal Loyalty ◽  
Positive Effects ◽  
Managerial Implications ◽  
Green Trust

Different studies have analysed how green marketing influences the sustainable image of tourist companies or have focused on the identification and engagement between these companies and their consumers. In any case, the question of how this process influences consumers’ behaviour in the hotel industry requires even more in-depth study, with the intention of explaining the changes that occur in the current consumer and how this affects the hotel industry. This study is useful to demonstrate that beyond the direct influence of green marketing on green word of mouth indicators there are other indirect influences which are represented by other mediating variables: green attitudinal loyalty and green trust. From the literature on green marketing and the conceptual approaches offered by the Hierarchy of Effects Model and the Associate Learning Principles, this study conducted an empirical approach using a structured questionnaire. The questionnaire responses, obtained from a sample of 238 hotel users, were analysed using a Structural Equation Modelling (SEM) to test the research hypothesis related to the positive influence of green marketing on green trust, green attitudinal loyalty, and green word of mouth. This research provides theoretical and managerial implications to help executives adopt green marketing strategies, thanks to their positive effects on consumers’ recommendations, both direct and indirect, through loyalty and trust. It is concluded that green marketing actions have a greater effect on their indirect relationship with word of mouth than on their direct relationship and that loyalty is the aspect with the highest influence regarding trust.

scholarly journals Impact of Substantive Staging and Communicative Staging of Sustainable Servicescape on Behavioral Intentions of Hotel Customers through Overall Perceived Image: A Case of Boutique Hotels

2021 ◽  
Vol 18 (17) ◽  
pp. 9123
Author(s):  
Khalil-ur-Rehman ◽  
Mohammad Adnan ◽  
Naveed Ahmad ◽  
Miklas Scholz ◽  
Khalil-ur-Rehman ◽  
...  
Keyword(s):  
Behavioral Intentions ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Hotel Industry ◽  
Positive Influence ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Boutique Hotel ◽  
Boutique Hotels ◽  
The Relationship

Customers have become very sensitive regarding the innovative evaluation of services. Due to competition in the hospitality industry, it is a challenge for hotel marketers to understand customers’ behavior. There is scant research in the hotel industry of Pakistan and especially on boutique hotels. This research seeks to measure the relationship between substantive, communicative elements of the sustainable servicescape and behavioral intentions (word of mouth) in a boutique hotel setting. However, the mediating effect of the overall perceived image is examined between these constructs. Responses of boutique hotel visitors were collected from Lahore, Islamabad, Faisalabad, and Murree. Data were analyzed by using structural equation modeling (SEM). Results display that both substantive and communicative servicescape elements positively affect the perceived image of customers, which has a positive influence on behavioral intentions such as word of mouth (WOM). Theoretical and practical implications are also discussed.

scholarly journals Performance Indicators for Quality, Innovation, and Competitiveness： A Survey on the Saudi Manufacturing Sector

2016 ◽  
Vol 9 (2) ◽  
pp. 99
Author(s):  
Khalid Al-Shuaibi ◽  
Mohamed Zain ◽  
Norizan Kassim
Keyword(s):  
Financial Performance ◽  
Structural Equation ◽  
Manufacturing Sector ◽  
Positive Influence ◽  
Equation Modeling ◽  
Mediating Role ◽  
Positive Effects ◽  
Managerial Implications ◽  
Innovation Indicators ◽  
Significant Positive Influence

<p>This study examines the relationships between quality, innovation, competitiveness, and financial performance of firms. Data were obtained from a questionnaire survey involving 223 Saudi companies and were analyzed using Structural Equation Modeling (SEM). The results indicate that innovation positively influences quality and the latter has a significant positive influence on the competitiveness of the firms. As expected, both quality and innovation indicators have an indirect influence on the financial performance of the firms through competitiveness. Therefore, this study discovers the important mediating role played by competitiveness in the positive effects of quality and innovation on financial performance of the firms. Finally, we found significant positive effects of competitiveness on financial performance of the firms. Managerial implications are also discussed.</p>

scholarly journals The influence of electronic word-of-mouth adoption on brand love amongst Generation Z consumers

2021 ◽  
Vol 21 (1) ◽  
Author(s):  
Semona Pillay
Keyword(s):  
Emerging Markets ◽  
Structural Equation ◽  
Discriminant Validity ◽  
Word Of Mouth ◽  
Positive Influence ◽  
Electronic Word Of Mouth ◽  
Brand Love ◽  
Generation Z ◽  
Managerial Implications ◽  
The Impact

Orientation: The study investigated the influence of electronic word-of-mouth (eWOM) adoption on brand love amongst Generation Z consumers in South Africa that will enable marketers to improve their brand love strategies amongst this generation.Research purpose: The study used the information adoption model to investigate the impact of eWOM adoption on brand love amongst Generation Z consumers.Motivation for the study: This study adds to the limited body of literature on Generation Z consumers in emerging markets. It examines drivers of online purchase decisions of Generation Z consumers, such as eWOM adoption and brand love.Research design, approach and method: The study followed a descriptive quantitative approach. Data were obtained through structured questionnaires from Generation Z consumers. Non-probability, purposive sampling was used to select the sample. Data were captured, coded and cleaned using Statistical package for the social sciences (SPSS) version 25, yielding 284 usable questionnaires. Apart from descriptive statistics, confirmatory factor analysis was used to test the validity of the constructs obtained from previously developed scales through convergent and discriminant validity. The reliability of the constructs was tested using Cronbach’s alpha and composite reliability. The conceptual model was tested using Structural Equation Modelling and the hypotheses were analysed using path modelling in Analysis of moment structures (AMOS) version 25.Main findings: The results revealed a positive, weak relationship between eWOM adoption and brand love. Argument quality had a strong, positive influence on information usefulness, which in turn, had a strong, positive influence on eWOM adoption.Practical/managerial implications: Marketers can use the findings of this study to target Generation Z consumers in emerging markets more effectively by sharing quality, authentic content through Facebook and Instagram to encourage eWOM adoption and somewhat affect brand love.Contribution/value-add: This study adds to the limited body of knowledge on Generation Z consumers in emerging markets. It elucidates how marketers can encourage eWOM adoption amongst this generation, thereby leading to brand love, to some extent.

scholarly journals Influence of Sustainability Practices and Green Image on the Re-Visit Intention of Small and Medium-Size Towns

2020 ◽  
Vol 12 (3) ◽  
pp. 930 ◽  
Author(s):  
Pere Mercadé Melé ◽  
Jesús Molina Gómez ◽  
Maria José Sousa
Keyword(s):  
Structural Equation ◽  
Ecological Footprint ◽  
Sustainable Use ◽  
Positive Influence ◽  
Medium Size ◽  
Positive Effects ◽  
Equation Modelling ◽  
Managerial Implications ◽  
Sustainability Practices ◽  
Corporate Social

This study set a model to predict the effect of corporate social responsibility and green image on visit intention in small and medium-size towns (SMST). At present, there is a keen social awareness towards environmental problems, and cities are required to reduce their ecological footprint and make more sustainable use of natural resources. Increasingly, tourists are considering “green options” in their decision making. The questionnaire responses, obtained from a sample of 221 tourism in Malaga town (Spain) were analyzed using a Structural Equation Modelling (SEM) to test the research hypothesis related to the positive influence of sustainability practices, green image, trust with the intention of revisiting related to the loyalty of the destination. This study shows that there is a positive relationship between sustainability practices and re-visit intention and between the green image and re-visit intention, both directly and indirectly, through trust. Also, the fact that this relationship is more significant if it is part of the green image than if it is part of sustainability actions. To practice, this study provides managerial implications to help executives adopt green actions, thanks to their positive effects on tourist loyalty and the different way of manifesting this loyalty.

scholarly journals Relationships among Country Image, Tour Motivations, Tour Quality, Tour Satisfaction, and Attitudinal Loyalty: The Case of Chinese Travelers to Korea

2020 ◽  
Vol 12 (8) ◽  
pp. 3182 ◽  
Author(s):  
Jinsoo Hwang ◽  
Muhammad Asif ◽  
Kwang-Woo Lee
Keyword(s):  
Factor Analysis ◽  
Data Analysis ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Positive Influence ◽  
Equation Modeling ◽  
Country Image ◽  
Attitudinal Loyalty ◽  
Confirmatory Factor ◽  
Chinese Travelers

This study examined the antecedents and the consequences of tour motivations. More specifically, this study proposed how two sub-dimensions of a country’s image, such as the cognitive and the affective destination images, affect tour motivations. In addition, it was proposed that tour motivation helps to enhance tour quality and tour satisfaction. Lastly, this study examined the effect of tour quality the tour satisfaction on word-of-mouth. A total of 623 samples were employed in order to test the seven hypotheses. This study employed the AMOS program to conduct confirmatory factor analysis and structural equation modeling. The results of the data analysis showed that the cognitive and the affective destination images play an important role in the formation of the tour motivation. This study also found that tour motivation has a positive influence on tour quality. Additionally, the current study confirmed the effect of tour quality on tour satisfaction. Lastly, the influences of tour quality on tour satisfaction and word-of-mouth were identified.

scholarly journals The Antecedents and Consequences of Rapport between Customers and Salespersons in the Tourism Industry

2021 ◽  
Vol 13 (5) ◽  
pp. 2783
Author(s):  
Jinsoo Hwang ◽  
Kwang-Woo Lee ◽  
Seongseop (Sam) Kim
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Positive Influence ◽  
Tourism Industry ◽  
Equation Modeling ◽  
Brand Preference ◽  
Theoretical Understanding ◽  
Dominant Orientation ◽  
Antecedents And Consequences

This study examined the antecedents and consequences of rapport between customers and salespersons in the context of duty-free shops. Specifically, this study proposed six sub-dimensions of service-dominant orientation (i.e., relational, ethical, individuated, empowered, concerted, and developmental interactions). These dimensions have a positive influence on rapport. In addition, rapport is hypothesized to aid in the formation of customer satisfaction and brand preference, which in turn positively affects word-of-mouth communications. Data were collected from 649 Chinese shoppers who have purchased a product in a Korean duty-free shop. In addition, this study employed confirmatory factor analysis to check the adequacy of the measurement items and structural equation modeling to test 11 hypotheses. Data analysis results indicated that five sub-dimensions of service-dominant orientation, excluding individuated interaction, play an important role in the formation of rapport. Furthermore, rapport has a positive effect on customer satisfaction and brand preference, which in turn positively affects word-of-mouth communications. The findings of this study offer valuable insights for managers of duty-free stores into the most effective methods for managing their operations and providing an appropriate blend of products. Furthermore, this paper contributes to theoretical understanding in this area by improving the acceptability of a commonly believed shopper behavior model.

Face Gain and Face Loss in Restaurant Consumers’ Brand Advocate Behaviors

2018 ◽  
Vol 43 (3) ◽  
pp. 395-415 ◽  
Author(s):  
Yu-Shan (Sandy) Huang ◽  
Yao-Chin Wang ◽  
Pei-Jou Kuo
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Positive Word ◽  
Ideal Self ◽  
Negative Effects ◽  
Positive Effects ◽  
Social Settings ◽  
Positive Word Of Mouth ◽  
Brand Congruence

Face plays a key role in guiding consumers’ consumptions in social settings. The purpose of this research is to understand how the desire to gain face and the fear to lose face affect consumers’ self-brand congruence and brand advocate behaviors toward their favorite restaurant brands. Using structural equation modeling to analyze the survey data, the results indicated (1) that ideal-self attainability encouraged the desire to gain face while discouraging the fear to lose face, (2) that the desire to gain face exerted positive effects on positive word-of-mouth and negative avoidance through actual self-brand congruence, and (3) that the fear to lose face exerted negative effects on positive word-of-mouth through actual self-brand congruence.

scholarly journals COMMITMENT SEBAGAI VARIABEL MEDIASI PENGARUH TRUST TERHADAP REPURCHASE INTENTION PADA RESTORAN WARALABA LOKAL

2017 ◽  
Vol 20 (1) ◽  
pp. 1
Author(s):  
Sri Vandayuli Riorini
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation Model ◽  
Structural Equation ◽  
Affective Commitment ◽  
Word Of Mouth ◽  
Positive Influence ◽  
Equation Model ◽  
Repurchase Intention ◽  
Continuance Commitment ◽  
Affective Trust

Waralaba merupakan bentuk bisnis ritel khususnya restoran yang semakin berkembang dan menjanjikan. Persaingan menjadi semakin ketat ditambah masuknya franchisor asing. Loyalitas pelanggan merupakan kunci untuk memenangkan persaingan. Tujuan dari penelitian ini adalah untuk menganalisis Trust, Affective commitment, Continuance commitment terhadap Repurchase intention. Responden sebagai sampel dalam penelitian ini sebanyak 200 responden yang berkunjung ke restoran waralaba lokal, yang dipihih dengan menggunakan teknik Purposive sampling. Selanjutnya, metode analisis data menggunakan Teknik Structural Equation Model. Hasil penelitian menemukan bahwa seluruh Hipotesis yang dikemukakan dapat didukung, dimana (1) terdapat pengaruh positif Trust terhadap Affective commitment, (2) terdapat pengaruh positif Trust terhadap Continuance commitment, (3) terdapat pengaruh positif Affective trust terhadap Repurchase intention, (4) terdapat pengaruh positif Continuance commitment terhadap Repurchase intention, dan (5) terdapat pengaruh positif Trust terhadap Repurchase intention. Selanjutnya, ditemukan pula bahwa (1) Affective dan Continuance commitment merupakan variabel mediasi antara Trust dan Repurchase intention, dan (2) Continuance commitment merupakan faktor yang lebih kuat dalam mempengaruhi Trust, dan Repurchase intention dibandingkan Affective commitment. Untuk penelitian selanjutnya disarankan agar penelitian ini diterapkan pada jenis waralaba lokal lainnya, seperti department store, convenience store, specialty store, supermarket, dan hypermarket, serta menambahkan Service quality dan Customer satisfaction sebagai anteseden dari Trust dan Word-of-mouth sebagai konsekuensi dari Commitment.Franchising is a form of retail businesses, especially those of growing and promising restaurants. Competition is becoming more tightly multiplied by the entry of foreign franchisors. Customer loyalty is the key to win the competition. The purpose of this study is to analyze the trust, affective commitment, continuance commitment towards repurchase intention. Respondents as the sample of this study were 200 respondents who visited local franchise restaurants, chosen by using Purposive Sampling technique. Furthermore, the method of data analysis applies the Structural Equation Model techniques. The study finds that the entire hypothesis presented can be supported, where there are (1) a positive influence of trust towards affective commitment, (2) a positive influence of trust towards continuance commitment, (3) a positive affective trust towards repurchase intention, (4) a positive influence continuance commitment towards repurchase intention, and (5) a positive effect of trust towards repurchase intention. Furthermore, it is also found that (1) affective and continuance commitment is a mediator variable between the trust and repurchase intention, and (2) continuance commitment is a stronger factor in influencing the trust and repurchase intention than affective commitment. For further study, it is recommended that this research be applied to other types of local franchises, such as department stores, convenience stores, specialty stores, supermarkets and hypermarkets, as well as adding service quality and customer satisfaction as antecedents of trust and word-of-mouth as a consequence of the commitment

The Dark Side of Environmental Sustainability in Projects: Unraveling Greenwashing Behaviors

2021 ◽  
pp. 875697282110427
Author(s):  
Qinghua He ◽  
Zilun Wang ◽  
Ge Wang ◽  
Jianxun Xie ◽  
Zhen Chen
Keyword(s):  
Environmental Sustainability ◽  
Structural Equation ◽  
Qualitative Comparative Analysis ◽  
Dark Side ◽  
Primary Data ◽  
Equation Modeling ◽  
Fraud Triangle ◽  
Positive Effects ◽  
Managerial Implications ◽  
Triangle Theory

Greenwashing behaviors (GWBs) are positive environmental communications in combination with poor environmental performance. Using fraud triangle theory, this study investigated the effects of three types of factors (pressures, opportunities, and rationalizations) that shape contractor GWBs. Primary data from 586 respondents were analyzed using structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA). The SEM results indicate positive effects for these factors with the exception of isomorphic pressures and reveal the mediating role of rationalization. The fsQCA results present three configurational models that trigger GWBs. Theoretical and managerial implications are provided that shed new light on facilitating environmental sustainability in projects.

Electronic Word-of-Mouth

2014 ◽  
pp. 227-280 ◽  
Author(s):  
Emel Yıldız ◽  
Hasan Ayyıldız
Keyword(s):  
Cultural Values ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Reliability And Validity ◽  
Equation Modeling ◽  
Electronic Word Of Mouth ◽  
Online Forums ◽  
Negative Effects ◽  
Electronic Survey ◽  
Positive Effects

This chapter examines the effects of word-of-mouth motivations and culture on electronic word-of-mouth behavior. This chapter also focuses on the effects of cultural values on electronic word-of-mouth behavior. Within the context of the study, online forums in which consumers write comments have been used. The data was obtained from an electronic survey provided to 561 consumers. The reliability of scales has been tested via the Cronbach's Alfa Method and the validity of scales has been tested by Factor Analysis. After determining the reliability and validity of the scales, research hypotheses were tested by Structural Equation Modeling (SEM) and Multiple Regression Analysis. The findings show that motivation and culture have positive effects on electronic word-of-mouth behavior. This chapter also attempts to explain the effects of cultural values on electronic word-of-mouth behavior, and it is found that while uncertainty avodiance and masculinity have positive effects, individualism and power distance have negative effects on electronic word-of-mouth behavior.

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