IDEAS home Printed from https://ideas.repec.org/a/ids/ijimad/v15y2021i3p302-326.html
   My bibliography  Save this article

Customer orientation and e-WOM in the hotel sector

Author

Listed:
  • José L. González-Porras
  • José L. Ruiz-Alba
  • Javier Morales-Mediano

Abstract

Customers frequently engage in electronic word of mouth (e-WOM) to share their service experience. This is particularly important in hospitality where the role of front-line employees and their level of customer orientation are critical. However, it has not yet been studied how the customer orientation of service employees (COSE) influences e-WOM. This study addresses this gap. Qualitative data were collected from family-run hotels through three independent studies with 25 different participants: focus group, in-depth interviews and an online focus group. This research provides novel findings that contribute to a deeper understanding of how the COSE dimensions play different roles in the three types of customers' e-WOM (positive, neutral and negative). This investigation also contributes to the literature by identifying new factors that could be incorporated in the COSE model, such as attitude, customisation and extra role performance. Some managerial contributions regarding COSE and a future research agenda are proposed.

Suggested Citation

  • José L. González-Porras & José L. Ruiz-Alba & Javier Morales-Mediano, 2021. "Customer orientation and e-WOM in the hotel sector," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 15(3), pages 302-326.
    • Handle: RePEc:ids:ijimad:v:15:y:2021:i:3:p:302-326
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=115428
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    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:ids:ijimad:v:15:y:2021:i:3:p:302-326. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=84 .

    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.