• The Journal of Asian Finance, Economics and Business
• /
• v.8 no.8
• /
• pp.593-600
• /
• 2021

Service failures are fairly common these days, and recovering from them is difficult. If service failures are not addressed quickly, the service provider may lose revenue and customers. A good service recovery strategy will positively impact the business results of the service provider. The study aims to demonstrate the impact of service recovery on the satisfaction and word of mouth of international visitors towards homestays in the Mekong Delta, Vietnam. The research data was collected from 320 international visitors who have used services at homestays and experienced service failures in the Mekong Delta, Vietnam. Structural equation modeling was applied to analyze the data. The result shows that 3 dimensions constitute service recovery which are distributive justice, interactional justice, and procedural justice. Most importantly, the study has proved the positive impact of service recovery on both satisfaction and word of mouth of overseas tourists towards homestays in the Mekong Delta, Vietnam. The results have stressed the importance of service recovery to tourists' perceptions of service quality and service image. In addition to this, the study suggests that homestay owners should develop risk handling and risk prevention plans for their services.

• Culinary science and hospitality research
• /
• v.14 no.2
• /
• pp.86-98
• /
• 2008

This study aims at examining the effect of word-of-mouth communication through mini homepage on purchase attributes and mapping out a marketing strategy based on this. For this, it made an analysis of the communication level with 302 mini homepage users. The result showed that the communication level of information exchange has a positive effect on the purchase experience of food service products significantly, showing that the higher its level is, the more frequent its experience is. And it showed that the communication level of relationship retention has a negative effect on the purchase experience of food service products significantly, showing that the higher its level is, the less frequent its experience is. These results demonstrated the utility that can increase word-of-mouth communications through information exchange and relationship retention, given that they are used with the object based on the kinship of information exchange and relationship retention as word-of-mouth communications, and that they lay stress on the connection with other people in the mini homepage.

• Journal of Distribution Science
• /
• v.18 no.2
• /
• pp.39-48
• /
• 2020

Purpose: This study examines components that dictate service quality of Online Travel Agencies. Research design, data and methodology: This study performed a survey that targeted people who have purchased travel products using Online Travel Agencies in the past year at Incheon International Airport. Out of 280 questionnaires, this study selected 249(88.9%) questionnaires for analysis. In analysis, this study used statistical package called 'SPSS 22'. Results: Based on the results, this study identified that company reputation and transactional stability influenced consumers' intent to share anecdotal and practical information. Conclusions: This study discovered several major findings. First, 'convenience' and 'price', two major factors in service quality, imposed positive effects on word-of-mouth intention of consumers. In particular, 'convenience' had the most significant impact. Next, this study verified the moderating effects of 'transaction safety' and 'reputation' on the effect relationships between 'convenience' and 'price', and consumer word-of-mouth intention. The results conclude that, in fact, some statistically significant differences among the effect degrees of the two independent variables on the dependent variable according to the safety level of transaction on Online Travel Agencies website do exist. In short, 'transaction safety' variable does have moderating effects on the above relationships.

• Korean journal of food and cookery science
• /
• v.22 no.2 s.92
• /
• pp.213-221
• /
• 2006

Although motivation and information search have both been studied continuously and separately as important marketing strategies, the relation between cause and effect has received little research attention. Therefore the objective of this study was to research the causal relationships between motivation and information search method. Frequency analysis and reliability analysis, factor analysis, and SEM(Structure Equation Model) were adopted to analyze the data. Motivation was divided into 5 factors which significantly influenced information search method. Factor 1, 'Reception and congratulation', influenced information search positively through 'newspaper, magazine', and 'word of mouth' but negatively through 'TV-advertising' and 'Flyer, Press copy'. Factor 2, 'Change of dietary life', influenced positively 'TV-advertising'. Factor 3, 'Economic saving', influenced positively 'newspaper, magazine', and 'the e-mail's advertising' Factor 4, 'Preference motivation', influenced negatively 'word of mouth' Factor 5, 'Advertisement and companion's need', influenced positively 'newspaper, magazine', and 'the e-mail's advertising' but negatively 'TV-advertising' As a result, customers appeared to choose various information search methods according to their eating-out motivation. 'The e-mail's advertising', and 'word of mouth' are popular among customers' information search methods. Therefore, food-service corporations need to try eliminating negative images of various advertisements and activate positive word of mouth marketing, promotion through internet.

• The Journal of Asian Finance, Economics and Business
• /
• v.7 no.10
• /
• pp.855-863
• /
• 2020

The purpose of this study is to investigate the impacts of two different kinds of interactivity, such as user-to-user and user-to-media interaction, on the relationship between SNS motivation and online word of mouth (WOM). An online survey was conducted with SNS users in Korea. Using the convenience-sampling method, 300 surveys were collected and 295 were used in the actual analysis after excluding data with careless responses or missing values. Hypotheses were tested using Structure Equation Model (SEM) and path analysis by using AMOS22. The results indicate that four different SNS motivations (self-expression, relational, fun, and browsing motivation) have a partially significant positive effect on perceived user-to-user and user-to-media interaction in SNS. Although both user-to-user interactivity and user-to-media interactivity were found to have a significant effect on online word of mouth, by comparing the standardized regression coefficients in these relationships, it was found that user-to-user interactivity has a greater effect on online WOM than user-to-media interactivity. These results show that the motivated SNS users want to express their desire to communicate with other users in contrast than their desire to learn media functions when motivated SNS users reveal their personalities, knowledge, and abilities. Theoretical and managerial implications are discussed.

• Culinary science and hospitality research
• /
• v.16 no.4
• /
• pp.76-93
• /
• 2010

The hypothesis testing on the impact relationship of patterning, reliability, kindness and credibility, which are perceived as choice attributes in a coffee shop laid out in this study, showed that they are fit to the models of this study. They also bad a direct repercussion on customer satisfaction, and the customer satisfaction equally affected revisit and word-of-mouth intention. This results show that when the patterning and reliability, and employees' kindness and credibility based on the fresh image in the shop serve as the foundation, its customers also affect satisfaction-maximization, leading to the revisit of the satisfied customers and positive word-of-mouth.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.34 no.9
• /
• pp.1504-1514
• /
• 2010

Relationship marketing can be one of the most efficient strategies to enable a company to achieve business success in the recent marketing environment of tough competition and the diverse desires of consumers for new products. Using relationship marketing instead of mass marketing can help a company increase profits. For proper research in relationship marketing, it is indispensable to study relationship benefits. This study provides specific information in terms of relationship benefits to help develop the marketoriented strategy of a company. The results are as follow. The relationship benefit had a significantly positive effect on relationship quality (trust, satisfaction, and commitment). A relationship benefit was divided into three dimensions: customization benefit, informational benefit, and emotional benefit. Especially, emotional benefit appears as the most positive effect on satisfaction and the customization benefit appeared as the most positive effect on trust and commitment. The customization benefit and emotional benefit had a significantly positive effect on long-term relationship orientation, repurchase intention, and word of mouth. Informational benefit was not a significant influence on repurchase intention and word of mouth. Customization benefit appeared the most positive effect on long-term relationship orientation and word' of mouth. Emotional benefit appeared the most positive effect on repurchase intention. The relationship quality had a significantly positive effect on relationship performance. The findings of this study provide both industry and academic researchers with a guide to increase customer satisfaction in the relationship marketing process.

• Korean Management Science Review
• /
• v.32 no.4
• /
• pp.29-43
• /
• 2015

Word-of-Mouth (WOM), which is the unpaid spread of a positive marketing message from person to person, has been shown to be even more effective in influencing purchase decisions than traditional advertising channels. The effects of WOM might be different by types of persuaders (purchasers vs. non-purchasers), however, the current body of research has not given attention to the differential effects of WOM. This study focuses on whether or not potential customers are influenced by the WOM from non-purchasers as well as from purchasers, and it investigates if the impacts of WOM from non-purchasers are different with those from purchasers. Based on conjoint analyses, it concludes that potential customers are affected by the communication with non-purchasers as well as with purchasers but the impacts of non-purchasers are not greater than those of purchasers.

• KSII Transactions on Internet and Information Systems (TIIS)
• /
• v.9 no.8
• /
• pp.3169-3181
• /
• 2015

Nowadays, online word-of-mouth has become a powerful influencer to marketing and sales in business. Opinion mining and sentiment analysis is frequently adopted at market research and business analytics field for analyzing word-of-mouth content. However, there still remain several challengeable areas for 1) sentiment analysis aiming for Korean word-of-mouth content in film market, 2) availability of machine learning models only using linguistic features, 3) effect of the size of the feature set. This study took a sample of 10,000 movie reviews which had posted extremely negative/positive rating in a movie portal site, and conducted sentiment analysis with four machine learning algorithms: naïve Bayesian, decision tree, neural network, and support vector machines. We found neural network and support vector machine produced better accuracy than naïve Bayesian and decision tree on every size of the feature set. Besides, the performance of them was boosting with increasing of the feature set size.

• The Korean Journal of Franchise Management
• /
• v.8 no.1
• /
• pp.43-53
• /
• 2017

Purpose - The coffee market in Korea has been dramatically developed and coffee chains dominate the Korean coffee market recently. Customer's perceived value is one of the marketing tools to get competitive advantages of coffee chains, and plays a critical role to study on coffee franchise industry. Thus, this study is to identify the effect of customer's perceived value (price, brand, service, and quality) on revisit intentions and word-of-mouth(WOM). Research design, data. and methodology - Customer's perceived values consists of four dimensions. 253 samples of 320 were used for data analyses excluding unusable responses. The data were analyzed with SPSS 21.0 and SmartPLS 3.0. Result - First, customer's perceived brand value and service value have a significant, positive effect on revisit intentions. Second, Price value and brand value have a positive influence on WOM. Third, gender difference plays a moderating role in the relationship between brand value and price value and WOM, and between brand value and revisit intentions. Conclusions - Males tend to focus more on their perceived brand value of coffee shops for revisit and recommendation, otherwise females consider price value to give an advice to others. Based on the results of this study, the marketers of coffee chains can develop effective strategies regarding gender difference as well.