Value co-creation and positive online reviews: investigating the roles of customer gratitude and price fairness perception toward Egyptian hotels

被引:1
|
作者
Khashan, Mohamed A. [1 ,2 ]
Ghonim, Mohamed A. [2 ]
Aziz, Mariam Ashraf [2 ,3 ]
Alasker, Thamir Hamad [1 ]
Elsotouhy, Mohamed M. [4 ]
机构
[1] Imam Mohammad Ibn Saud Islamic Univ IMSIU, Coll Business, Dept Business Adm, Riyadh, Saudi Arabia
[2] Mansoura Univ, Fac Commerce, Dept Business Adm, Mansoura, Egypt
[3] Queen Mary Univ London, Dept Business Analyt, London, England
[4] Higher Inst Commercial Sci, Dept Business Adm, Mahalla El Kobra, Egypt
关键词
Value co-creation; Gratitude; Online reviews; Perceived price fairness; Hotels; OF-MOUTH INTENTIONS; CONSUMER PARTICIPATION; BRAND COMMUNITIES; SOCIAL MEDIA; IMPACT; COPRODUCTION; SATISFACTION; REVISIT; DESIGN; COMMUNICATION;
D O I
10.1108/EMJB-09-2023-0264
中图分类号
F [经济];
学科分类号
02 ;
摘要
PurposeThe current study used the Stimuli-Organism-Response (S-O-R) paradigm to analyze value co-creation and customer gratitude influence on hotel guests' online reviews. It also examines the price fairness perception moderating influence on value co-creation and consumer gratitude.Design/methodology/approachData were collected from 436 customers using an Internet-based questionnaire. PLS-SEM was utilized to assess hypotheses based on WarpPLS.7 software.FindingsThe findings demonstrated that value co-creation (co-production and value in use) significantly impacted customer gratitude and willingness to post positive online reviews. Gratitude positively influenced customers' willingness to post online reviews. Gratitude mediated the relation between value co-creation and willingness to post positive online reviews. Price fairness perception moderated the relationship between value co-creation dimensions and customer gratitude.Originality/valueThe S-O-R framework underpins this study to measure the effects of co-production and value in use (stimuli) on consumer gratitude (organisms) and willingness to post positive online reviews (response). No prior studies examined this paradigm in an emerging market like Egypt. In addition, the study investigated the fair price fairness perception as a new moderating variable. Theoretical and managerial consequences are addressed.
引用
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页数:23
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