Article2018

Exploring online customer engagement with hospitality products and its relationship with involvement, emotional states, experience and brand advocacy

Ricardo Godinho Bilro · Sandra María Correia Loureiro · João Guerreiro

166 citations0/0 files storedJournal of Hospitality Marketing & Management

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Digital Marketing and Social Media Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification

Abstract

Opinions published online about a given experience are known to influence consumers’ decisions. However, such opinions reflect different degrees of engagement which may affect the decisions in different forms. The aim of this study is to analyze the dimensions of online customer engagement and associated concepts (involvement, emotional states, experience and brand advocacy) in customers’ online reviews through text-mining and sentiment analysis trends. The current study focuses on Yelp.com comments and includes a random sample of 15,000 unique reviews of restaurants, hotels and nightlife entertainment in eleven cities in the USA. A customer engagement dictionary is created, based on previously validated scales and extended using WordNet 2.1. The research findings reveal a high impact of the engagement cognitive processing dimension and hedonic experience on customers’ review endeavor. Results further indicate that customers seem to be more engaged in positively advocating a company/brand than the contrary. Companies that listen to such feedback may be more able to align with consumers’ expectations and, therefore, have a better competitive advantage in the market.

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References

1996The Behavioral Consequences of Service Quality 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?2011Customer Engagement 1996Measuring Brand Equity Across Products and Markets 2010Customer Engagement Behavior: Theoretical Foundations and Research Directions 2003Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies 2014Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation

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2021User-Generated Content behavior and digital tourism services: A SEM-neural network model for information trust in social networking sites 2020From measurement scale to sentiment scale: Examining the effect of sensory experiences on online review rating behavior 2021Gamification and customer experience: the mediating role of brand engagement in online grocery retailing 2023What an amazing experience! The role of authenticity and engagement in upscale hotels

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