Customer orientation and e-WOM in the hotel sector Online publication date: Wed, 02-Jun-2021
by José L. González-Porras; José L. Ruiz-Alba; Javier Morales-Mediano
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 15, No. 3, 2021
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.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com