The role of the museumscape on positive word of mouth: examining Italian museums

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Emanuela Conti ◽  
Massimiliano Vesci ◽  
Paola Castellani ◽  
Chiara Rossato
Keyword(s):  
Structural Equation ◽  
Discriminant Validity ◽  
Word Of Mouth ◽  
Marketing Research ◽  
Measurement Model ◽  
Quantitative Methodology ◽  
Positive Word ◽  
Ambient Conditions ◽  
Content Type ◽  
Positive Word Of Mouth

PurposeThis study aims to develop an all-encompassing model to analyse various aspects of atmospherics, including components of the museum space and its physical surroundings. Moreover, it evaluates whether the identified attributes of the “museumscape” affect the positive word of mouth of museum visitors.Design/methodology/approachThis exploratory study adopts a quantitative methodology. Data were collected through direct interviews with visitors at three Italian art museums and through a structured questionnaire. All dimensions were measured with multiple items on a five-point Likert scale. To assess the influence of the museumscape attributes on positive word of mouth, a structural equation model is performed adopting the two-stage testing procedure estimating the measurement model in the first stage and running a confirmatory factor analysis to assess reliability and demonstrate convergent and discriminant validity for all multi-item measures.FindingsSix attributes of the museumscape are delineated (ambient conditions; facilities and convenience; signs and signage; staff behaviour; art gallery quality; exhibition space aesthetics). The latter three positively influence visitors' positive word of mouth.Research limitations/implicationsThe study expands frameworks from previous service museum marketing research in general and service museum research on atmospherics in particular. The framework developed here identifies the direct predictive power of museumscape cues on positive museum visitor's word of mouth, thus increasing knowledge of the customer service experience and service quality and atmospherics management.Practical implicationsThe constructs discovered here may help museum managers to carefully design and manage the museumscape to enhance visitors' satisfaction and loyalty.Originality/valueThis study is the first application of servicescape theory in the museum context; previous applications focus on for-profit sectors.

Service recovery satisfaction and customer commitment in the airline business

2019 ◽  
Vol 11 (1) ◽  
pp. 91-108
Author(s):  
Rosemary Matikiti ◽  
Mercy Mpinganjira ◽  
Mornay Roberts-Lombard
Keyword(s):  
Airline Industry ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Service Failure ◽  
Service Recovery ◽  
Positive Word ◽  
Content Type ◽  
Customer Commitment ◽  
Recovery Satisfaction ◽  
Positive Word Of Mouth

Purpose The purpose of this paper is to examine the precursors and outcomes of service recovery satisfaction and customer commitment among airline business customers. Design/methodology/approach Data were collected from airline travellers in South Africa using a structured questionnaire. Structural equation modelling was used to analyse the proposed hypotheses. Findings The results revealed that recovery expectations and perceived equity exert significant influence on levels of recovery satisfaction, which in turn influence overall satisfaction, trust and commitment. The study also revealed that trust and overall satisfaction are antecedents of customer commitment and that customer commitment has a significant positive relationship with positive word of mouth. It was also established that the quality of past service performance moderates the relationship between recovery satisfaction and commitment. Practical implications Airlines are advised to stimulate customer trust in the service delivery process through transparency in the procedures by which they resolve service failures and to remain committed to their service recovery promises to customers. It is also proposed that airlines should secure increased positive word of mouth through offering satisfactory service recovery. Originality/value Very little research in the South African context exists which focusses on the influence of customers satisfaction and commitment in the airline industry. This paper helps in establishing the antecedents of customer commitment after service failure in the airline industry.

scholarly journals Promotion and place advertising combination on positive word of mouth private label product mediated by consumer satisfaction

2021 ◽  
Vol 10 (2) ◽  
pp. 46-53
Author(s):  
Endang Siswati
Keyword(s):  
Consumer Satisfaction ◽  
Convergent Validity ◽  
Discriminant Validity ◽  
Word Of Mouth ◽  
Measurement Model ◽  
Partial Least Square ◽  
Least Square ◽  
Private Label ◽  
Positive Word ◽  
Positive Word Of Mouth

This research uses a quantitative approach, using 25 samples taken from the population, namely consumers of retail companies that sell private label products, including Superindo, Indomaret, and Alfamart. The purpose of this study is to analyze and determine whether the variable customer satisfaction can mediate the effect of promotion and place advertising on positive word of mouth. Data analysis in this research used PLS (Partial Least Square) with the SmartPLS program, which consists of a measurement model, namely convergent validity, discriminant validity and composite reliability, as well as structural models namely R-Square, Q-Square, Path test coefficients to test the significance of influence, and the Sobel test to test for mediation. The results showed that consumer satisfaction was not able to mediate a positive relationship between promotion and positive word of mouth, but promotion had a significant effect on consumer satisfaction.

Antecedents and consequences of experiential value in fashion retailing: a study on Indian consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Geetika Varshneya
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Positive Word ◽  
Internal Factors ◽  
Content Type ◽  
Experiential Value ◽  
Fashion Retail ◽  
Antecedents And Consequences ◽  
Positive Word Of Mouth

PurposeCustomer's experiential value is influenced by external as well as internal factors. This study was an effort to explore the impacts of two relevant internal factors (lifestyle and involvement) and one important external factor (atmospherics) on experiential value. Further, it investigates the influence of experiential value on two pertinent outcomes (customer satisfaction and positive word of mouth).Design/methodology/approachA survey-based questionnaire was used to collect the data (n = 354) from fashion retail shoppers in NCR region in India and was analysed using structural equation modelling.FindingsThe results revealed that positive influence of atmospherics, involvement and lifestyle on experiential value dimensions. Subsequently, the study showed experiential value influences customer satisfaction, which further leads to positive word of mouth.Research limitations/implicationsThe study was carried out in fashion retail stores in National Capital Region in India. Therefore, further investigation is required for generalising the results. Theoretical and managerial contributions of the study are further discussed in the paper.Originality/valueArguably, this paper is an initial attempt to explore the antecedents and consequences of experiential value in the context of fashion retailing.

Face Gain and Face Loss in Restaurant Consumers’ Brand Advocate Behaviors

2018 ◽  
Vol 43 (3) ◽  
pp. 395-415 ◽  
Author(s):  
Yu-Shan (Sandy) Huang ◽  
Yao-Chin Wang ◽  
Pei-Jou Kuo
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Positive Word ◽  
Ideal Self ◽  
Negative Effects ◽  
Positive Effects ◽  
Social Settings ◽  
Positive Word Of Mouth ◽  
Brand Congruence

Face plays a key role in guiding consumers’ consumptions in social settings. The purpose of this research is to understand how the desire to gain face and the fear to lose face affect consumers’ self-brand congruence and brand advocate behaviors toward their favorite restaurant brands. Using structural equation modeling to analyze the survey data, the results indicated (1) that ideal-self attainability encouraged the desire to gain face while discouraging the fear to lose face, (2) that the desire to gain face exerted positive effects on positive word-of-mouth and negative avoidance through actual self-brand congruence, and (3) that the fear to lose face exerted negative effects on positive word-of-mouth through actual self-brand congruence.

scholarly journals Ads in gaming apps: experiential value of gamers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Naser Valaei ◽  
Gregory Bressolles ◽  
Hina Khan ◽  
Yee Min Low
Keyword(s):  
Word Of Mouth ◽  
Positive Word ◽  
Social Affiliation ◽  
Content Type ◽  
Mobile Game ◽  
Experiential Value ◽  
The Right ◽  
Positive Word Of Mouth ◽  
Intention To Continue ◽  
Affective Involvement

PurposeEven though there is a noticeable market value in the mobile gaming apps industry, there has been limited research examining experiential value of gamers with respect to in-game ads in gaming apps. This study fills the void in the literature by examining factors associated with “experiential value of gamers through ads in gaming apps” as well as investigating its antecedents (cognitive and affective involvement) and consequences (positive word of mouth and intention to continue playing the mobile game).Design/methodology/approachA total of 600 valid responses from gamers was used to test the model fit, measurement and structural models, conditional probabilistic queries, and nonlinearity.FindingsThis study found that experiential value of gamers through ads in gaming apps is a second-order factor of four constructs: escapism, enjoyment, social affiliation and entertainment. Most of the structural paths between cognitive/affective involvement and dimensions of experiential value are supported. Surprisingly, only social affiliation and entertainment values predict positive word of mouth and intention to continue playing the mobile game, in a nonlinear way.Originality/valueThis study is the first to introduce “experiential value of gamers through ads in gaming apps”. The findings have important implications for companies to develop brand and communication strategies by leveraging specific advertisement formats and present their ads to the right audience in the right gaming apps and at the right time.

Video storytelling ads vs argumentative ads: how hooking viewers enhances consumer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kesha K. Coker ◽  
Richard L. Flight ◽  
Dominic M. Baima
Keyword(s):  
Conceptual Model ◽  
Digital Video ◽  
Word Of Mouth ◽  
Positive Word ◽  
Consumer Engagement ◽  
Content Type ◽  
Narrative Transportation ◽  
Advance Theory ◽  
Digital Engagement ◽  
Positive Word Of Mouth

PurposeDigital engagement with advertising remains challenging for marketers. This research examines “being hooked” as the mechanism of narrative transportation associated with digital video storytelling ads. Its purpose is to examine the efficacy of digital video ad format (storytelling vs argumentative) in hooking viewers (i.e. grabbing attention and interest in the ad). This research also presents a conceptual model of the effect of being hooked on digital engagement with advertising.Design/methodology/approachThis study employs a quasi-experimental research design with a final sample of 273 undergraduate students. It tests the hypothesis that digital video storytelling ads hook viewers more effectively than argumentative ads do. It also tests a conceptual model of the positive effect of being hooked on digital engagement with advertising.FindingsDigital video storytelling ads hook viewers more effectively than argumentative ads do. SEM analysis shows that being hooked positively impacts intentions to view, share, promote and spread positive word of mouth. Attitude toward the ad partially mediates the relationship between being hooked and intentions to promote and spread positive word of mouth.Research limitations/implicationsFindings are applicable to target audience profiles that match the sample in this study. Despite this and other limitations, findings advance theory on the process underlying digital video storytelling advertising effects on consumer engagement.Practical implicationsMarketers are advised to invest in more digital video storytelling than argumentative ads. In doing so, marketers are more likely to hook viewers on the ad, thereby generating positive digital engagement with advertising.Originality/valueThis research focuses on attention and interest dimensions of narrative transportation as measured by “being hooked.” It also extends past models of narrative transportation by including more representative measures of digital engagement with advertising.

Digital cause-related marketing campaigns

2020 ◽  
Vol 12 (1) ◽  
pp. 63-78
Author(s):  
Meenakshi Handa ◽  
Shruti Gupta
Keyword(s):  
Word Of Mouth ◽  
Consumer Participation ◽  
Customer Engagement ◽  
Positive Word ◽  
Bottom Line ◽  
Content Type ◽  
Behavioural Intentions ◽  
Cause Related Marketing ◽  
Positive Word Of Mouth ◽  
The Relationship

Purpose With the rising concern for the planet and people dimensions of the triple-bottom-line, an increasing number of firms are using cause-related marketing (CRM) to create a win-win situation for all stakeholders. With growing internet and social media access the Indian consumer is being invited to participate in such campaigns through digital platforms. The purpose of the present study is to examine consumer perceptions about select digital CRM campaigns in terms of perceived fit between the brand and the cause being promoted and the extent of participation effort required by the campaign and further to investigate the relationship between these two variables and consumers’ intentions to participate in the campaign, engage in positive word-of-mouth about it and their brand purchase intentions. Design/methodology/approach Six online CRM campaigns in the consumer products space were taken up for study. Primary data was collected through a structured questionnaire in an online mode, which provided an advertisement snapshot and a brief description of each CRM campaign. Items to measure variables under examination were adapted from the extant literature. Three versions of the questionnaire were created, with each version involving two of the six campaigns. Thus, each respondent was responding to items pertaining to two campaigns only. A total of 242 responses were collected, using non-probability sampling. Findings The study indicates overall positive responses to the digital CRM campaigns included in the study. It finds that for the online CRM campaigns taken up for examination, respondents perceive a high extent of brand-cause fit. A fit between the cause being promoted and the brand’s sphere of activity is a factor that needs to be considered for its impact on consumer willingness to participate in the campaign and intention to engage in positive word-of-mouth about it. The study does not indicate a significant relationship between participation effort for online campaigns and consumer behavioural intentions. Consumer participation intentions and word-of-mouth intentions are found to be positively related to intentions to purchase the brand associated with the campaign. Practical implications In their efforts to design effective CRM campaigns, marketers should use creativity in looking for a common thread, which ties their business or brand with the cause being promoted. Consumers tend to perceive this congruence between the cause and the brand and this impacts their behavioural responses. It is possible that the fact that consumers are not required to make a purchase but are being invited to support a cause by performing a non-transaction-based activity, may also underlie their positive response to this genre of CRM activities. The study provides an understanding of factors that contribute to the effectiveness of non-purchase-based online CRM campaigns in garnering consumer engagement with the campaign and the brand. Originality/value The results provide important insights regarding non-transaction based digital CRM campaigns and the relationship between brand-cause fit, perceived participation effort and targeted changes in consumers’ behavioural intentions. Online CRM campaigns involving consumer participation in forms other than brand purchase are an emerging area of effort towards customer engagement and thus warrant further investigation.

Modelling green customer loyalty and positive word of mouth

2019 ◽  
Vol 15 (3) ◽  
pp. 405-426 ◽  
Author(s):  
Paul Blaise Issock Issock ◽  
Mercy Mpinganjira ◽  
Mornay Roberts-Lombard
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Energy Efficient ◽  
Word Of Mouth ◽  
Environmental Knowledge ◽  
Positive Word ◽  
Content Type ◽  
Consumption Values ◽  
Customer Trust ◽  
Positive Word Of Mouth

Purpose The purpose of this paper is to examine the influence of consumption values, green customer satisfaction and customer trust in energy-efficient labels on green customer loyalty and positive word of mouth (PWOM) towards energy-efficient products, and how environmental knowledge moderates these relationships. Design/methodology/approach A quantitative research approach was followed using a cross-sectional design. Data were collected from 440 consumers in South Africa, who used electronic home appliances that have energy efficiency labels. A structural equation model and a multigroup analysis were used to test the hypothesised relationships. Findings The results revealed that consumption values partially influence green customer satisfaction, which, in turn, affect green customer trust and loyalty, and PWOM. Environmental knowledge only marginally moderates the relationships in the model. Practical implications Green marketing practitioners should work on improving green customer satisfaction, which is central to a sustainable green consumption lifestyle. Originality/value The theoretical contribution of this study is through the application of a multidimensional approach to testing the impact of consumption values on green customer satisfaction. Moreover, this paper provides greater clarity on the specific determinants of PWOM and examines the interplay between green customer loyalty and positive word of mouth towards green products. Furthermore, the moderating effect of environmental knowledge on the relationships in the proposed model is explained.

The dark side of experience-seeking mall shoppers

2016 ◽  
Vol 44 (12) ◽  
pp. 1206-1222 ◽  
Author(s):  
Mark Scott Rosenbaum ◽  
Mauricio Losada Otalora ◽  
Germán Contreras Ramírez
Keyword(s):  
Empirical Evidence ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Survey Methodology ◽  
Dark Side ◽  
Positive Word ◽  
Content Type ◽  
Financial Benefits ◽  
Positive Word Of Mouth ◽  
Practical Implications

Purpose The purpose of this paper is to illustrate that mall shoppers who participate in a mall’s experiential offerings, including entertainment and activities, do not necessarily exhibit more favorable attitudes or behaviors toward the mall than mall shoppers who do not participate in these offerings. Design/methodology/approach This study employs survey methodology from a sample collected in an expansive regional mall that offers customers experiential activities. Findings The findings show that mall shoppers who partake in mall-based activities are less satisfied, are less likely to spread positive word of mouth, and have lesser desire to return to the mall than shoppers who do not partake in these activities. The findings also reveal that mall expenditures are the same between shoppers who partake in mall activities and those who do not. Research limitations/implications Researchers have argued that malls can compete with digital retailers by offering shoppers experiential activities. Although segments of shoppers partake in these activities, this study finds that experiential investments do not result in significant favorable shopper outcomes. Practical implications Mall developers that implement experiential offerings as a means to combat competition from digital retailers may not attain managerially relevant results from doing so. Originality/value Although retailing academics and consultants espouse the idea that retailers can obtain financial benefits by creating memorable experiences for shoppers, this research offers empirical evidence that counters these speculations. In the case of enclosed malls, investments in experiential features and activities may not lead to improved shopper attitudes, behaviors, or sales.

scholarly journals Positive determinants word-of-mouth of supermarket consumer in the COVID-19 pandemic era

2021 ◽  
Vol 14 (2) ◽  
pp. 300
Author(s):  
Sri Vandayuli Rirorini ◽  
Genesis Sembirng Depari
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Positive Impact ◽  
Sampling Technique ◽  
Equation Modeling ◽  
Positive Word ◽  
Positive Word Of Mouth

<p>This research, which was conducted in the era of the COVID-19 pandemic, aims to analyze the influence of the dimensions of service quality, competitive prices, customer satisfaction toward the positive word-of-mouth of Supermarket customers. Questionnaires were distributed to 350 respondents as samples using the <em>non-probability sampling method</em> and <em>purposive sampling technique</em>. Meanwhile, Structural Equation Modeling (SEM) is used to analyze the data. The results of the study indicate that <em>Reliability, Assurance, Tangibles, Empathy, Responsiveness, Competitive Price</em> have positive and significant effects on<em>Customer Satisfaction</em>, which in turn would have a positive impact on positive word-of-mouth. Of all dimensions of service quality, the most powerful factor influencing consumer satisfaction shopping in supermarkets is reliability, and the one that gives consumers the most important feeling in providing quality services is Responsiveness. For further research, it is recommended to expand the scope of research in various types of businesses, not only in supermarkets.</p>

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