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Analyzing the Direct Relationship between Every-Single Dimensions of Service Quality and WOM with a Particular Multidimensional Scale of WOM Behavior
Journal of Quality Assurance in Hospitality & Tourism Pub Date : 2021-07-26 , DOI: 10.1080/1528008x.2021.1934622
Merve Bulut 1 , Şevki Ulema 2
Affiliation  

ABSTRACT

There are remarkable researches about the relationship between word of mouth (WOM) and service quality, but there are very limited researches that explain the direct relationship between every single dimension of service quality and three major dimensions of WOM (value, intensity, and content) in the resort hotel industry. So, the research mainly aims to determine the direct relationship between every single dimension of service quality and the three major dimensions of WOM in the (resort) hotel industry. The secondary purpose of the research is to determine significant differences between sociodemographic characteristics and the three major dimensions of WOM if there are any. Additionally, the most preferred WOM channels and the most discussed WOM content were determined in this study. The research was conducted for 416 domestic tourists who have accommodation experiences in four and five stars resort hotels in Muğla province, Turkey, and quantitative data analysis was used through IBM SPSS. The findings of the research show that there are significant relationships between the three major WOM dimensions and service quality dimensions (apart from physical characteristics). Based on the important results of the research, managerial implications and theoretical contributions were discussed thoroughly in “Results and discussion” and “Conclusion and implications.”



中文翻译:

用特定的多维口碑行为量表分析服务质量的各个维度与口碑的直接关系

摘要

关于口碑(WOM)与服务质量之间的关系有很多研究,但很少有研究能够解释服务质量的每个维度与口碑的三个主要维度(价值、强度和内容)之间的直接关系在度假酒店行业。因此,本研究主要旨在确定服务质量的各个维度与(度假村)酒店业口碑的三大维度之间的直接关系。该研究的次要目的是确定社会人口学特征与 WOM 的三个主要维度之间的显着差异(如果有的话)。此外,本研究确定了最受欢迎的 WOM 渠道和讨论最多的 WOM 内容。该研究针对在土耳其穆拉省四星级和五星级度假酒店有住宿经验的 416 名国内游客进行,并通过 IBM SPSS 进行了定量数据分析。研究结果表明,口碑的三个主要维度和服务质量维度(除了物理特征)之间存在显着的关系。基于研究的重要结果,在“结果与讨论”和“结论与启示”中深入讨论了管理启示和理论贡献。研究结果表明,口碑的三个主要维度和服务质量维度(除了物理特征)之间存在显着的关系。基于研究的重要结果,在“结果与讨论”和“结论与启示”中深入讨论了管理启示和理论贡献。研究结果表明,口碑的三个主要维度和服务质量维度(除了物理特征)之间存在显着的关系。基于研究的重要结果,在“结果与讨论”和“结论与启示”中深入讨论了管理启示和理论贡献。

更新日期:2021-07-26
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