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The impacts of self-congruity and positive emotional experience on positive e-WOM with customer satisfaction as a mediator: study on 4-star hotel consumers in Malang City

Author

Listed:
  • Nadya Lailatul Fitriyah

    (University of Brawijaya, Griyashanta, 65142, Malang, Indonesia)

  • Sunaryo

    (University of Brawijaya, Griyashanta, 65142, Malang, Indonesia)

  • Ananda Sabil Hussein

    (University of Brawijaya, Griyashanta, 65142, Malang, Indonesia)

Abstract

Hotel accommodation is one of the most essential things in the tourism industry because it functions as a place to rest after a day of activities. The large number of hotel choices requires marketers in their fields to have a strategy that can make the best choice by consumers, especially in today's digital era. One of the measuring tools that can be used as the most effective promotional media is positive e-WOM. This helps marketers to determine what strategies can be maximized. This is self-congruity by matching perceptions between consumer self-concept and consumer image and positive emotional experience, which can also help consumers form positive perceptions of a place to create a satisfying experience or consumer satisfaction to 4 Star Hotels in Malang City. This study uses a quantitative approach. The population in this study are consumers from Hotel Bintang 4 yang ada di kota Malang. Sampling was carried out by using the non-probability sampling method. In this study, the sample was determined, namely the research item, so the number of respondents was 110. To get the desired result, as many as 190 respondents. Data collection techniques in this study were carried out by distributing questionnaires. Data analysis techniques were carried out by SEM-PLS using software 3.0. The results of this study indicate that there is an influence between self-congruity, positive emotional experience, and customer satisfaction to positive e-WOM Hotel in Malang City. Key Words:Brand Image, Promotion, Service Quality, Customer Satisfaction, and Loyalty

Suggested Citation

  • Nadya Lailatul Fitriyah & Sunaryo & Ananda Sabil Hussein, 2023. "The impacts of self-congruity and positive emotional experience on positive e-WOM with customer satisfaction as a mediator: study on 4-star hotel consumers in Malang City," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 12(9), pages 83-90, December.
    • Handle: RePEc:rbs:ijbrss:v:12:y:2023:i:9:p:83-90
    DOI: 10.20525/ijrbs.v12i9.2985
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    References listed on IDEAS

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    2. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    3. Chinho Lin & Yi-Shuang Wu & Jeng-Chung Victor Chen, 2013. "Electronic Word-of-Mouth: The Moderating Roles of Product Involvement and Brand Image," Diversity, Technology, and Innovation for Operational Competitiveness: Proceedings of the 2013 International Conference on Technology Innovation and Industrial Management,, ToKnowPress.
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