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The Antecedents and Outcomes of Brand Relationship Quality and Customer Engagement Andam Jamal

The Antecedents and Outcomes of Brand Relationship Quality and Customer Engagement

Author (s)

Andam Jamal

Abstract

Nowadays, hotels need further efforts to grow new streams of income as rivalry is penetrating and new visitors are difficult to confirm at a mature phrase. It is vital for hotel managers to recognize additional concerning customer engagement with brand, to recognize what the antecedents of these kind of engagements are, and to distinguish what consequences they are able to achieve from customer engagement. The study aimed to investigate the background and result of brand relationship quality and customer engagement at hotels industry in the Northern of Iraq.  Quantitative Research used in the current study. Quantitative Research is conclusive in its purpose as it tries to quantify the problem and understand how prevalent it is by looking for projectable results to a larger population. According to the ministry of tourism, 3 million people visited Erbil on 2018. the authors have used online sample calculator to measure my sample size, according to that I have found that the authors need to distribute 400 questionnaires, but the authors received 353 valid questionnaires. The authors applied a simple regression analysis to measure research hypotheses, the findings revealed that the highest value and most effective concerning measuring the background and result of brand relationship quality and customer engagement at hotels industry in the Northern of Iraq, was first hypothesis which stated that  Hotel stay related membership benefits of loyalty program positively influence Brand relationship quality. In contrast, the lowest value was for second hypothesis which stated that Non-Hotel stay related membership benefits of loyalty program positively influence customer engagement.

 Keywords: Service quality, brand relationship quality, customer engagement, loyalty, Word of mouth, hotels.

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Title: The Antecedents and Outcomes of Brand Relationship Quality and Customer Engagement
Author: Andam Jamal
Journal Name: International Journal of Science and Business
Website: ijsab.com
ISSN: ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)
DOI: https://doi.org/10.5281/zenodo.4172726
Media: Online
Volume: 4
Issue: 11
Acceptance Date: 20/10/2020
Date of Publication: 01/11/2020
PDF URL: https://ijsab.com/wp-content/uploads/618.pdf
Free download: Available
Page: 131-151
First Page: 131
Last Page: 151
Paper Type: Research article
Current Status: Published

 

Cite This Article:

Andam Jamal (2020). The Antecedents and Outcomes of Brand Relationship Quality and Customer Engagement. International Journal of Science and Business, 4(11), 131-151. doi: https://doi.org/10.5281/zenodo.4172726

Retrieved from https://ijsab.com/wp-content/uploads/618.pdf

 

About Author (s)

Andam Jamal, Business Administration, Faculty of Economics and Administrative Sciences, Cyprus International University, Haspolat Campus, Northern Cyprus via Mersin 10, Turkey.

 

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DOI: https://doi.org/10.5281/zenodo.4172726

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How to Enhance Word of Mouth in the Era of E-commerce: Case study of Tokopedia Hananiel M. Gunawan & Oliandes Sondakh

How to Enhance Word of Mouth in the Era of E-commerce: Case study of Tokopedia

Author (s)

Hananiel M. Gunawan & Oliandes Sondakh

Abstract

In this internet era, companies a racing to provide the best online shopping experience for their customers. Customer satisfaction is still one of the most crucial aspect in maintaining customer loyalty for their online shopping behavior. Tokopedia is one of the most advanced, growing, and well known market place for online shoppers in Indonesia. This paper will examine the word of mouth of online shoppers and also how to enhance it. It also useful to be the basis for reference on the influence of perceived website quality, social influence and recommendation and experience on performance expectancy; performance expectancy for customer satisfaction and Word-of-Mouth; and customer satisfaction with Word-of-Mouth. This model was developed in order to conduct a Word-of-Mouth research conducted on the Tokopedia online shopping site in Surabaya. This research model is formed from the relationship between Perceived Website Quality, Social Influence and Recommendation, Experience, Performance Expectancy and Customer Satisfaction. This study used simple regression analysis to determine and test the hypothesis using SPSS software. Based on the data processing that has been done, the results show that Social Influence and Recommendation, and Experience have a significant effect on Performance Expectancy; Performance Expectancy has a significant effect on Customer Satisfaction and Word of Mouth; Customer Satisfaction has a significant effect on Word of Mouth, while Perceived Website Quality has a positive but not significant effect on Performance Expectancy.

 Keywords: Perceived Website Quality, Social Influence and Recommendation, Experience, Performance Expectancy, Customer Satisfaction, Word of mouth.

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Title: How to Enhance Word of Mouth in the Era of E-commerce: Case study of Tokopedia
Author: Hananiel M. Gunawan & Oliandes Sondakh
Journal Name: International Journal of Science and Business
Website: ijsab.com
ISSN: ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)
DOI: https://doi.org/10.5281/zenodo.3980775
Media: Online & Print
Volume: 4
Issue: 9
Acceptance Date: 15/06/2020
Date of Publication: 12/08/2020
PDF URL: https://ijsab.com/wp-content/uploads/589.pdf
Free download: Available
Page: 47-59
First Page: 47
Last Page: 59
Paper Type: Research Paper
Current Status: Published

Cite This Article:

Hananiel M. Gunawan & Oliandes Sondakh  (2020). How to Enhance Word of Mouth in the Era of E-commerce: Case study of Tokopedia. International Journal of Science and Business, 4(9), 47-59. doi: https://doi.org/10.5281/zenodo.3980775

 

Retrieved from https://ijsab.com/wp-content/uploads/589.pdf

 

 

About Author (s)

Hananiel M. Gunawan, (Corresponding author) Business School Lecturer at Universitas Pelita Harapan (Surabaya Campus) Indonesia.

Oliandes Sondakh, Business School Lecturer at Universitas Pelita Harapan (Surabaya Campus) Indonesia.

 

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DOI: https://doi.org/10.5281/zenodo.3980775