Contactless service in hospitality: bridging customer equity, experience, delight, satisfaction, and trust

Purpose Draws from the equity theory and customer equity literature, this study aims to argue that the implementation of contactless service as an innovative service design in the hospitality industry can generate customers’ emotional attachment and cognitive evaluation of the brand. Design/methodology/approach This study uses partial least squares modeling and data from a large-scale survey of hotel guests who have experienced contactless service in mainland China. The authors performed an importance-performance map analysis to evaluate the significance of critical variables and constructs by including the performance dimension. Findings Customer equity is a three-dimensional higher-order construct that embraces value-, brand- and relationship equity. A pleasant experience of contactless service in hospitality encounters generates a positive effect on customer equity and delight. Additionally, increased customer equity improves satisfaction and trust. Practical implications This study provides practical evidence for hospitality practitioners to consider contactless service in creating memorable experiences, improve customer satisfaction, build trust and add value to hospitality brands. Originality/value The findings of this study add to the understanding of emerging contactless services, contribute to the development of the equity theory and current customer equity literature and advance the implementation of innovative service design in hospitality.

PENGARUH CUSTOMER EQUITY TERHADAP WOM BEHAVIOUR MELALUI PURCHASE INTENTION

AbstrakWoM behaviour merupakan bentuk dari loyalitas pelanggan, adanya loyalitas dari konsumen karena nilai dari sebuah merek dan hubungan yang dibangun perusahaan sangat baik. Ketika konsumen merasa puas dengan suatu nilai merek dan hubungan dari perusahaan maka akan menumbuhkan niat pembelian atau penggunaan produk dan jasa yang ditawarkan. Penelitian ini dilatar belakangi oleh fenomena yang terjadi pada objek wisata Gumuk Pasir Parangkusumo yang semakin ramai pengunjung dari tahun ke tahun sedangkan dulunya hanya tempat untuk kegiatan ibadah dan kegiatan masyarakat sekitar. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh customer equity terhadap WoM behaviour melalui purchase intention pada pengunjung domestik Gumuk Pasir Prangkusumo. Data yang didapat pada penelitian ini diperoleh dari kuesioner yang dibagikan kepada 100 responden pengunjung Gumuk Pasir Parangkusumo dengan menggunakan metode accidental sampling untuk mengetahui tanggapan dari responden untuk setiap variabel. Teknik analisis yang digunakan yaitu dengan sobel test untuk mengetahui apakah ada hubungan melalui variabel mediasi secara signifikan mampu memediator dalam hubungan tersebut. Pengujian dalam penelitian ini menggunaka uji validitas, reliabilitas, dan uji asumsi klasik yaitu uji normalitas, uji heterokedastisitas, uji multikolineritas, serta menggunakan analisis regresi. Dari hasil uji tersebut didapatkan uji-t yang menunjukan bahwa value equity berpengaruh positif dan tidak signifikan terhadap purchase intention, brand equity berpengaruh positif dan signifikan terhadap purchase intention, relationship equity berpengaruh positif dan signifikan terhadap purchase intention, value equity berpengaruh positif dan signifikan terhadap WoM bheviour, brand equity berpengaruh positif dan tidak signifikan terhadap WoM behaviour, relationship equity berpengaruh positif dan signifikan terhadap WoM behaviour, dan purchase intention berpengaruh positif dan signifikan terhadap WoM behaviour. Kata Kunci : Ekuitas Pelanggan, Niat Membeli, Perilaku WoMAbstractWoM behavior is a form of customer loyalty, the loyalty of consumers because the value of a brand and the relationships that the company builds very well. When consumers are satisfied with a brand value and the relationship of the company it will foster purchase intentions or use of the products and services offered. This research is motivated by a phenomenon that occurs in the tourism object Parangkusumo Sand Dune which is increasingly crowded visitors from year to year while previously only a place for worship activities and activities of the surrounding community. This study aims to determine how much influence customer equity has on WoM behavior through purchase intentions on domestic visitors to Gumuk Pasir Prangkusumo. The data obtained in this study were obtained from a questionnaire distributed to 100 respondents who visited Parangkusumo Sand Dune using accidental sampling method to find out the responses of respondents for each variable. The analysis technique used is the sobel test to find out whether there is a relationship through mediating variables that are significantly able to mediate in that relationship. Tests in this study use validity, reliability, and classic assumption tests, namely normality test, heterokedasticity test, multicollinity test, and using regression analysis. From the test results obtained t-test which shows that value equity has a positive and not significant effect on purchase intention, brand equity has a positive and significant effect on purchase intention, relationship equity has a positive and significant effect on purchase intention, value equity has a positive and significant effect on WoM bhevior, brand equity has a positive and not significant effect on WoM behavior, relationship equity has a positive and significant effect on WoM behavior, and purchase intention has a positive and significant effect on WoM behaviorKeywords : Customer Equity, Purchase Intention, WoM Behavior

The Role of Social Media Marketing Activities on Customer Equity Drivers and Customer Loyalty

During the past few years, adoption of e-commerce in Indonesia has been increasing along with other trends in information , communication and technology sector such as widespread use of smartphones and social media. To promote its services, e-commerce firms have also embraced social media and carry out social media marketing activities. This study is aimed to test the influence of social media marketing activities toward customer loyalty through customer equity drivers (i.e. Value Equity, Brand Equity, dan Relationship Equity.). A survey was conducted using convenience sampling technique to select respondents. A total of 161 usable responses were used in the main data analysis. This study found support for the five dimensions of social media marketing activities suggested from previous study. Furthermore, this study found that social media marketing activities affect value equity, brand equity and relationship equity. This study also found that two customer equity drivers (brand equity and relationship equity)had a positive effect on customer loyalty, while value equity had a positive effect on customer loyalty, but it was not significant. Discussion and managerial implications were also discussed in this study

Sport nostalgia builds customer equity and future behavior

PurposeThe purpose of this study was to examine the relationships among nostalgia, customer equity and behavioral intentions. Specifically, consumers' intentions of purchase and word of mouth were assessed in this study.Design/methodology/approachA total of 272 responses were collected from football fans in Singapore. This study conducted partial least squares structural equation modeling (PLS-SEM) to test hypotheses using SmartPLS 3.0.FindingsResults showed that the paths from nostalgia to value equity, brand equity and relationship equity were significant, whereas the direct influence of nostalgia on revisit intention and word-of-mouth intention was not found. In addition, value equity, brand equity and relationship equity positively affected intentions of revisitation and word of mouth.Originality/valueThe findings contribute to expanding the literature by introducing nostalgia and providing theoretical and practical implications, which enable marketers and managers to predict consumers' behavior and optimize their customer equity.

PENGARUH CUSTOMER EQUITY TERHADAP WOM BEHAVIOUR MELALUI PURCHASE INTENTION

AbstrakWoM behaviour merupakan bentuk dari loyalitas pelanggan, adanya loyalitas dari konsumen karena nilai dari sebuah merek dan hubungan yang dibangun perusahaan sangat baik. Ketika konsumen merasa puas dengan suatu nilai merek dan hubungan dari perusahaan maka akan menumbuhkan niat pembelian atau penggunaan produk dan jasa yang ditawarkan. Penelitian ini dilatar belakangi oleh fenomena yang terjadi pada objek wisata Gumuk Pasir Parangkusumo yang semakin ramai pengunjung dari tahun ke tahun sedangkan dulunya hanya tempat untuk kegiatan ibadah dan kegiatan masyarakat sekitar. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh customer equity terhadap WoM behaviour melalui purchase intention pada pengunjung domestik Gumuk Pasir Prangkusumo. Data yang didapat pada penelitian ini diperoleh dari kuesioner yang dibagikan kepada 100 responden pengunjung Gumuk Pasir Parangkusumo dengan menggunakan metode accidental sampling untuk mengetahui tanggapan dari responden untuk setiap variabel. Teknik analisis yang digunakan yaitu dengan sobel test untuk mengetahui apakah ada hubungan melalui variabel mediasi secara signifikan mampu memediator dalam hubungan tersebut. Pengujian dalam penelitian ini menggunaka uji validitas, reliabilitas, dan uji asumsi klasik yaitu uji normalitas, uji heterokedastisitas, uji multikolineritas, serta menggunakan analisis regresi. Dari hasil uji tersebut didapatkan uji-t yang menunjukan bahwa value equity berpengaruh positif dan tidak signifikan terhadap purchase intention, brand equity berpengaruh positif dan signifikan terhadap purchase intention, relationship equity berpengaruh positif dan signifikan terhadap purchase intention, value equity berpengaruh positif dan signifikan terhadap WoM bheviour, brand equity berpengaruh positif dan tidak signifikan terhadap WoM behaviour, relationship equity berpengaruh positif dan signifikan terhadap WoM behaviour, dan purchase intention berpengaruh positif dan signifikan terhadap WoM behaviour. AbstractWoM behavior is a form of customer loyalty, the loyalty of consumers because the value of a brand and the relationships that the company builds very well. When consumers are satisfied with a brand value and the relationship of the company it will foster purchase intentions or use of the products and services offered. This research is motivated by a phenomenon that occurs in the tourism object Parangkusumo Sand Dune which is increasingly crowded visitors from year to year while previously only a place for worship activities and activities of the surrounding community. This study aims to determine how much influence customer equity has on WoM behavior through purchase intentions on domestic visitors to Gumuk Pasir Prangkusumo. The data obtained in this study were obtained from a questionnaire distributed to 100 respondents who visited Parangkusumo Sand Dune using accidental sampling method to find out the responses of respondents for each variable. The analysis technique used is the sobel test to find out whether there is a relationship through mediating variables that are significantly able to mediate in that relationship. Tests in this study use validity, reliability, and classic assumption tests, namely normality test, heterokedasticity test, multicollinity test, and using regression analysis. From the test results obtained t-test which shows that value equity has a positive and not significant effect on purchase intention, brand equity has a positive and significant effect on purchase intention, relationship equity has a positive and significant effect on purchase intention, value equity has a positive and significant effect on WoM bhevior, brand equity has a positive and not significant effect on WoM behavior, relationship equity has a positive and significant effect on WoM behavior, and purchase intention has a positive and significant effect on WoM behavior

Not all experiential consumers are created equals: the interplay of customer equity drivers on brand loyalty

Purpose This study aims to use social exchange theory and the principle of reciprocity in proposing a theoretical model to examine the essential but unexplored unique roles of individual customer equity drivers (CEDs) and their contribution to brand loyalty. This study identifies a reciprocity pathway in that brand equity, which mediates the linkage between relationship equity and brand loyalty. This study further posits that the linkage between relationship equity and brand equity is contingent on value equity. The authors then incorporate value equity as a moderator upon which the interrelationships among CEDs and brand loyalty may vary. Design/methodology/approach A sample consisted of 2,268 shoppers in a metropolitan city in Vietnam. Findings Relationship equity significantly determines brand loyalty through the moderating effect of value equity and the mediating effect of brand equity. Interestingly, these relationships are diverse across different experiential types of consumers. Research limitations/implications This study contributes to a better understanding of why and when value equity, brand equity and relationship equity trigger brand loyalty. Brand equity and value equity are the two underlying mechanisms that establish a moderated mediation model between CEDs and brand loyalty. The findings of this study show that experiential consumers are not created equals. The strength of the relationships between CEDs and brand loyalty differ among the five clusters of experiential consumers. Practical implications This study reveals the critical relationships between the three components of customer equity in the supermarket industry. The findings provide concrete direction for managers and marketers to be more effective in allocating resources, tailoring their marketing strategies and, accordingly, promoting brand loyalty of different types of consumers. Originality/value This study reveals the underlying modus operandi that explains the reciprocity effects of CEDs and the contingency role of brand experience on the CEDs–loyalty link. This study shows that brand equity fosters and sustains the reciprocity generated when consumers perceive a high level of relationship equity, serving as a mediator between relationship equity and brand loyalty. Importantly, value equity is an important moderator for strengthening this reciprocity effect. Furthermore, this study identifies a typology of experience-focussed consumers and shows that the CEDs–loyalty link significantly varies by these types of experiential appeal that characterise the consumers.

The Role of Social Media Marketing Activities on Customer Equity Drivers and Customer Loyalty

During the past few years, adoption of e-commerce in Indonesia has been increasing along with other trends in information , communication and technology sector such as widespread use of smartphones and social media. To promote its services, e-commerce firms have also embraced social media and carry out social media marketing activities. This study is aimed to test the influence of social media marketing activities toward customer loyalty through customer equity drivers (i.e. Value Equity, Brand Equity, dan Relationship Equity.). A survey was conducted using convenience sampling technique to select respondents. A total of 161 usable responses were used in the main data analysis. This study found support for the five dimensions of social media marketing activities suggested from previous study. Furthermore, this study found that social media marketing activities affect value equity, brand equity and relationship equity. This study also found that two customer equity drivers (brand equity and relationship equity)had a positive effect on customer loyalty, while value equity had a positive effect on customer loyalty, but it was not significant. Discussion and managerial implications were also discussed in this study

Source Credibility Beauty Vlogger, Parasocial Relationship Dan Customer Equity Viewers Youtube

This study discusses how social media like YouTube can foster parasocial relationships between beauty vloggers and YouTube viewers. Parasocial relationships are built on a clear communication process between celebrity and viewers credible source consisting of attractiveness, expertise and trust. In addition, parasocial relationships are considered important to grow customer equity. The research analysis technique using Partial Least Square (PLS) is a powerful analytical method because it is applied at all data scales, does not require much consideration, and the sample size does not have to be large. The number of respondents consisted of 180 respondents. The sampling technique in this study is purposive sampling, which is a sampling technique that is done intentionally and in accordance with all the required sample requirements. Criteria for respondents are those who value beauty vlogger Tasya Farasya and respondents who use YouTube . The results of the study showed that the attractiveness and trust variables towards parasocial relationships. Parasocial variables affect the relationship to the value of equity, brand equity and relationship equity.

Relationship Marketing as a Mediating Role Between Brand Image and Customer Loyalty in B2B Markets

The purpose of this paper is to examine how brand image, value equity (conceptualized as relationship value), and relationship equity (conceptualized as relationship quality) and customer loyalty play a vital role in the Egyptian business to business market-and to test it empirically in agricultural business customers of chemical manufacturer with respect to their main supplier. A structured questionnaire was developed. The hypotheses were simultaneously tested on a sample of 328 customer-supplier relationships out of 603 distributed, giving a response rate of 54.4 per cent. The structural equation modelling technique was used to empirically test the proposed hypotheses. The findings of this study show significant positive relationships and impacts among the factors under investigation. Also, relationship equity and value equity act as mediators in the link between brand image and customer loyalty.