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The role of the online flower of service in enhancing guest loyalty via the mediating role of guest experience: a structural equation modelling approach

Author

Listed:
  • Alaeddin Ahmad
  • Dana Kakeesh
  • Mohammad Abuhashesh

Abstract

The current research examines the impact of the online flower of service on guest loyalty, moderated by guest experience. The flower of service is viewed in relation to online services, and is thus referred to as the online flower of service. In order to study all these variables, a total of 342 valid questionnaires were collected from guests staying at five-star hotels in Jordan and these were analysed using structural equation modelling. This research makes a scholarly contribution to academic and practical knowledge in this field and adds new information about the online flower of service, guest experience measured by convenience, and guest loyalty. It provides useful guidelines for future research work which would ideally extend to other sorts of tourism industry and hospitality services.

Suggested Citation

  • Alaeddin Ahmad & Dana Kakeesh & Mohammad Abuhashesh, 2022. "The role of the online flower of service in enhancing guest loyalty via the mediating role of guest experience: a structural equation modelling approach," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 13(1), pages 1-24.
    • Handle: RePEc:ids:ijemre:v:13:y:2022:i:1:p:1-24
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