行銷硏究 : Marketing research

https://www.econstor.eu/bitstream/10419/187540/1/S2214462516301499-main.pdf

Customer-to-customer interaction in tourism experience: Moderating role of nationality

Although neglected in previous studies, tourist-to-tourist interaction (TTI) is a core part of festival experience. It is widely acknowledged that interactions between tourists significantly influence behavioral reactions such as desire to stay, satisfaction, and loyalty, which are important for tourism destination marketing. This study used grounded theory to obtain insights into onsite interactions between tourists and to propose a conceptual model of TTI on the Midi Music Festival in China. The model constitutes the types, drivers, and influence of TTI. Compared with mutual assistance and conflict, entertainment interaction plays an essential role in the overall evaluation of the festival experience. Individual characteristics are the internal drivers of interactions between tourists. Environmental elements including the festivalscape and social festivalscape are influential exogenous factors. Additionally, spatial locations of tourists at the venue play mediating roles between the driving elements and TTI. Since entertainment incidents construct the essential part of onsite interactions at festivals, managers can shape the atmosphere to encourage tourists to engage in interactive entertainment with others tourists. This should improve participants’ overall evaluations of the festival experience as well as the sustainable development of destinations where festivals are held.

https://www.mdpi.com/2071-1050/11/15/4030/pdf

Tourist-to-Tourist Interaction at Festivals: A Grounded Theory Approach

The study examines the applicability of Khan and Rahman’s (2017) hotel brand experience scale to the hotel context of Zimbabwe. The study employed a cross-sectional design to collect data from hotel guests. Data analysis was done using exploratory factor analysis and structural equation modelling. The results produced four dimensions of the original scale. In trying to establish the hypothesised relationships between the constructs, the results revealed that two dimensions: hotel ambience and hotel staff competence had a significant and positive influence on intention to continue staying at hotels whereas hotel location and guest to guest experience did not have any significant influence on intention to continue staying at hotels. The study offers hotel managers with the relevant dimensions that they should employ in order to design suitable strategies that enhance guests’ intention to continue staying at hotels.

Brand Experience and Intentions to Stay at Hotels in Zimbabwe: An Application of Khan and Rahman’s Hotel Brand Experience Scale

Studies on brand and consumer experience gained emphasis from the twentieth century, however the relationship between these themes still has gaps. Therefore, this study examines the role of consumer experiences in building the brand image through the identification of thoughts, feelings and actions arising from consumer experiences with airlines, and the types of associations that the consumer makes such marks. Therefore, a variation of qualitative critical incident technique was used, considering those remembered experiences that have excelled in consumer perception, interviewing ten users of air services, based on a two parts semi-structured form: description of experiences with airlines and information about the image of the brands of airlines. The analyzed data have revealed that thoughts, feelings and actions arising from consumer experiences become important elements in shaping the perception of brands of airlines. Through the consumption experience, consumers mainly use the service attributes to build their perception of the marks of the airlines. These attributes are used either directly as to support other types of associations such as those related to company size.

/pdf/o-papel-das-experiencias-de-consumo-na-construcao-da-imagem-2nciaroa3a.pdf

O Papel das Experiências de Consumo na Construção da Imagem das Marcas: um estudo nas companhias aéreas

Today’s, customer to customer interactions (CCI) has attracted more attention among marketers and they believe that positive interactions are one of the most effective ways to create loyal customers. Current study tries to investigate the effect of customer-to-customer interactions on satisfaction with the firm, loyalty to the firm, and firm word of mouth in airline companies using modified service model of (2005). To collect data, a self-administrated questionnaire was developed. Population is the customers/passengers of Iran Air Company. The sample size was estimated 384 people. Data analysis was based on one-sample t-test and structural equation modeling. Results indicated that: (1) service atmospherics has a significant impact on CCI and firm satisfaction, (2) CCI has a significant impact on firm satisfaction and firm WOM, (3) firm satisfaction has a significant impact on firm loyalty and firm WOM, (4) satisfaction with the service provider has a significant impact on firm satisfaction and loyalty to the service provider, (5) there was no significant relationship between CCI and firm loyalty,  and (6) loyalty to the service provider was not related to firm loyalty.

	 

	Key words: Satisfaction, loyalty, word of mouth, customer, Airline Company.

The effect of customer-to-customer interactions on satisfaction with the firm, loyalty to the firm and firm word-of-mouth: The case of Iran Air Company

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The effect of customer-to-customer interactions on satisfaction with the firm, loyalty to the firm and firm word-of-mouth: The case of Iran Air Company