Title: The role of the online flower of service in enhancing guest loyalty via the mediating role of guest experience: a structural equation modelling approach

Authors: Alaeddin Ahmad; Dana Kakeesh; Mohammad Abuhashesh

Addresses: E-Marketing and Social Media Department, Princess Sumaya University for Technology, 11941, Amman, 1438, Jordan ' Department of Marketing, School of Business, The University of Jordan, 13357, Amman, 11942, Jordan ' E-Marketing and Social Media Department, Princess Sumaya University for Technology, 11941, Amman, 1438, Jordan

Abstract: The current research examines the impact of the online flower of service on guest loyalty, moderated by guest experience. The flower of service is viewed in relation to online services, and is thus referred to as the online flower of service. In order to study all these variables, a total of 342 valid questionnaires were collected from guests staying at five-star hotels in Jordan and these were analysed using structural equation modelling. This research makes a scholarly contribution to academic and practical knowledge in this field and adds new information about the online flower of service, guest experience measured by convenience, and guest loyalty. It provides useful guidelines for future research work which would ideally extend to other sorts of tourism industry and hospitality services.

Keywords: guest experience; online flower of service; Lovelock's theoretical model; supplementary services; guest loyalty; hotels; tourism and hospitality industry; Jordan.

DOI: 10.1504/IJEMR.2022.119243

International Journal of Electronic Marketing and Retailing, 2022 Vol.13 No.1, pp.1 - 24

Received: 13 Mar 2020
Accepted: 09 Sep 2020
Published online: 30 Nov 2021 *

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