Fereshteh Mansouri Moayed; Mohammad Moradi; Fatemeh Mollaei
Abstract
According to the role of the customer in hospitality industry and importance of the provided quality of services, there is an increasing intense competition in the industry; hence, the recovery of failed services provides a second chance for companies to bolster their relationship with the customers, ...
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According to the role of the customer in hospitality industry and importance of the provided quality of services, there is an increasing intense competition in the industry; hence, the recovery of failed services provides a second chance for companies to bolster their relationship with the customers, consequently, high performance of frontline employees affects behavioral intentions of customers. The aim of this study is proposing a service recovery model to illustrate how having high performance in the service recovery process causes tourists’ positive word-of-mouth. The statistical population of this study is composed of tourists who stayed in one of the 5-star hotels of Shiraz and were accessible during the research. Based on the Cochran formula 384 individuals have been considered as the statistical sample. The collected data have been analyzed using SPSS 22 and smart PLS 2 software. As the results show, high level of performance in service recovery influence tourists’ word of mouth.
Zohre Dehdashti; Sajjad Khani; Amin Ajali
Volume 9, Issue 25 , April 2014, , Pages 34-68
Abstract
The word-of-mouth (WOM) and non-conversational advertising are two well-established methods to attract tourists to destinations. Since the tourism product is mostly untestable before it is used, the role of advertisement is fortified. Consequently, the present research explores the impact of conversational ...
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The word-of-mouth (WOM) and non-conversational advertising are two well-established methods to attract tourists to destinations. Since the tourism product is mostly untestable before it is used, the role of advertisement is fortified. Consequently, the present research explores the impact of conversational and non-conversational advertising on promotion of brand equity in the touristic city of Isfahan. A questionnaire survey was conducted on a sample of 384 potential tourists to Isfahan. Data were analyzed through SEM and CFA by making use of SPSS and LISREL softwares. Results demonstrated that advertisement had no significant bearing on the destinations’ brand image, while at a 99 percent confidence level, WOM and customer experience showed a significant effect. Also, a significant impact was found exerting from conversational and non-conversational advertisement on customer experience. Customer experience itself influences brand equity, and the brand image affects destination brand equity, all at a 99 percent confidence level.
