IDEAS home Printed from https://ideas.repec.org/a/prp/jattij/v14y2021i2p149-164.html
   My bibliography  Save this article

The Moderator Effect of the Perception of Value Co-Creation on the Relationship between Hotel Brand Equity and WOM

Author

Listed:
  • Abdullah Uslu

    (Akdeniz University, Turkey)

  • Gözde Seval Ergün

    (Akdeniz University, Turkey)

Abstract

In the current conjuncture, when the competitive environment is getting ever fiercer, the importance of creating brand value and the effect of WOM in all processes before/after a purchase have been grasped. Along with this, in the service sector, where the customer-employee relationship is dense, applications regarding the perception of value creation have started to be used in an increasing manner. For this reason, the aim of the study is to determine the effect of the brand equity of foreign tourists on WOM and whether there is a moderator effect of the Perception of Value Co-Creation on this effect. The population of the study is comprised of foreign tourists coming to Marmaris, Turkey. On the 358 surveys gathered from foreign tourists, EFA, CFA, second-order CFA analyses, path analyses and Slope tests have been carried out. Consequently, it has been determined that hotel brand equity has effects on the perception of value co-creation and WOM, and that perception of value co-creation has effects on WOM. Also, in the relationship between foreign tourists’ hotel brand equity and WOM, it has been determined that there is a moderator effect on the perception of value co-creation.

Suggested Citation

  • Abdullah Uslu & Gözde Seval Ergün, 2021. "The Moderator Effect of the Perception of Value Co-Creation on the Relationship between Hotel Brand Equity and WOM," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 14(2), pages 149-164.
    • Handle: RePEc:prp:jattij:v:14:y:2021:i:2:p:149-164
    DOI: 10.26493/2335-4194.14.149-164
    as

    Download full text from publisher

    File URL: http://www.hippocampus.si/ISSN/2335-4194/14.149-164.pdf
    File Function: full text in English
    Download Restriction: no
    File URL: https://libkey.io/10.26493/2335-4194.14.149-164?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Cindy Yunhsin Chou & Chin Hsiu Huang & Tzu-An Lin, 2018. "Organizational intellectual capital and its relation to frontline service employee innovative behavior: consumer value co-creation behavior as a moderator," Service Business, Springer;Pan-Pacific Business Association, vol. 12(4), pages 663-684, December.
    2. Ogechukwu Maduka, 2016. "Effects of Customer Value Co-Creation on Customer Loyalty in the Nigerian Service Industry," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(12), pages 1-77, November.
    3. Dellarocas, Chrysanthos, 2003. "The Digitization of Word-of-mouth: Promise and Challenges of Online Feedback Mechanisms," Working papers 4296-03, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    4. Rob Bailey & Stephen Ball, 2006. "An exploration of the meanings of hotel brand equity," The Service Industries Journal, Taylor & Francis Journals, vol. 26(1), pages 15-38, January.
    5. Huang, Zhuowei (Joy) & Cai, Liping A., 2015. "Modeling consumer-based brand equity for multinational hotel brands – When hosts become guests," Tourism Management, Elsevier, vol. 46(C), pages 431-443.
    6. Amin Ansary & Nik M. Hazrul Nik Hashim, 2018. "Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth," Review of Managerial Science, Springer, vol. 12(4), pages 969-1002, October.
    7. Chrysanthos Dellarocas, 2003. "The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms," Management Science, INFORMS, vol. 49(10), pages 1407-1424, October.
    8. Vargo, Stephen L. & Maglio, Paul P. & Akaka, Melissa Archpru, 2008. "On value and value co-creation: A service systems and service logic perspective," European Management Journal, Elsevier, vol. 26(3), pages 145-152, June.
    9. Alves, Helena & Fernandes, Cristina & Raposo, Mário, 2016. "Value co-creation: Concept and contexts of application and study," Journal of Business Research, Elsevier, vol. 69(5), pages 1626-1633.
    10. Mihaela Simona Moise & Irene Gil-Saura & Maja Šerić & Maria Eugenia Ruiz Molina, 2019. "Influence of environmental practices on brand equity, satisfaction and word of mouth," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 646-657, November.
    11. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sahi, Gurjeet Kaur & Devi, Rita & Gupta, Mahesh C. & Cheng, T.C.E., 2022. "Assessing co-creation based competitive advantage through consumers’ need for differentiation," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Liu, Matthew Tingchi & Wong, IpKin Anthony & Tseng, Ting-Hsiang & Chang, Angela Wen-Yu & Phau, Ian, 2017. "Applying consumer-based brand equity in luxury hotel branding," Journal of Business Research, Elsevier, vol. 81(C), pages 192-202.
    3. Johanna Gummerus & Veronica Liljander & Reija Sihlman, 2017. "Do Ethical Social Media Communities Pay Off? An Exploratory Study of the Ability of Facebook Ethical Communities to Strengthen Consumers’ Ethical Consumption Behavior," Journal of Business Ethics, Springer, vol. 144(3), pages 449-465, September.
    4. J. Shanti & Gaurav Joshi, 2022. "Examining the impact of environmentally sustainable practices on hotel brand equity: a case of Bangalore hotels," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(4), pages 5764-5782, April.
    5. Fang, Mingyue & Nie, Huihua & Shen, Xinyi, 2023. "Can enterprise digitization improve ESG performance?," Economic Modelling, Elsevier, vol. 118(C).
    6. Yucheng Zhang & Zhiling Wang & Lin Xiao & Lijun Wang & Pei Huang, 2023. "Discovering the evolution of online reviews: A bibliometric review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-22, December.
    7. Edgardo Arturo Ayala Gaytán, 2009. "Social network externalities and price dispersion in online markets," Ensayos Revista de Economia, Universidad Autonoma de Nuevo Leon, Facultad de Economia, vol. 0(2), pages 1-28, November.
    8. Chrysanthos Dellarocas & Charles A. Wood, 2008. "The Sound of Silence in Online Feedback: Estimating Trading Risks in the Presence of Reporting Bias," Management Science, INFORMS, vol. 54(3), pages 460-476, March.
    9. Ravi Bapna & Chrysanthos Dellarocas & Sarah Rice, 2010. "Vertically Differentiated Simultaneous Vickrey Auctions: Theory and Experimental Evidence," Management Science, INFORMS, vol. 56(7), pages 1074-1092, July.
    10. Liuan Wang & Lu (Lucy) Yan & Tongxin Zhou & Xitong Guo & Gregory R. Heim, 2020. "Understanding Physicians’ Online-Offline Behavior Dynamics: An Empirical Study," Information Systems Research, INFORMS, vol. 31(2), pages 537-555, June.
    11. Kim, Yeonshin & Hur, Won-Moo & Lee, Luri, 2023. "Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    12. Tobias Gesche, 2022. "Reference‐price shifts and customer antagonism: Evidence from reviews for online auctions," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 31(3), pages 558-578, August.
    13. Nan Yang & Renyu Zhang, 2022. "Dynamic pricing and inventory management in the presence of online reviews," Production and Operations Management, Production and Operations Management Society, vol. 31(8), pages 3180-3197, August.
    14. Gary E. Bolton & Elena Katok & Axel Ockenfels, 2004. "How Effective Are Electronic Reputation Mechanisms? An Experimental Investigation," Management Science, INFORMS, vol. 50(11), pages 1587-1602, November.
    15. Kenju Kamei & Louis Putterman, 2018. "Reputation Transmission Without Benefit To The Reporter: A Behavioral Underpinning Of Markets In Experimental Focus," Economic Inquiry, Western Economic Association International, vol. 56(1), pages 158-172, January.
    16. Heyes, Anthony & Kapur, Sandeep, 2012. "Angry customers, e-word-of-mouth and incentives for quality provision," Journal of Economic Behavior & Organization, Elsevier, vol. 84(3), pages 813-828.
    17. Nuria Huete-Alcocer & Miguel Ángel Valero-Tévar, 2021. "Impact of Information Sources on Promoting Tourism in a Rural Region: The Case of the Roman Villa of Noheda," Sustainability, MDPI, vol. 13(14), pages 1-23, July.
    18. Judy E. Scott & Dawn G. Gregg & Jae Hoon Choi, 2015. "Lemon complaints: When online auctions go sour," Information Systems Frontiers, Springer, vol. 17(1), pages 177-191, February.
    19. Andrew W. Bausch, 2014. "Evolving intergroup cooperation," Computational and Mathematical Organization Theory, Springer, vol. 20(4), pages 369-393, December.
    20. Khim-Yong Goh & Cheng-Suang Heng & Zhijie Lin, 2013. "Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content," Information Systems Research, INFORMS, vol. 24(1), pages 88-107, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:prp:jattij:v:14:y:2021:i:2:p:149-164. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Alen Jezovnik (email available below). General contact details of provider: http://academica.turistica.si .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.