Modeling word of mouth engagement: the role of relationship value and quality in hospitality brand online / Anderson Ngelambong

Shaping individuals' word of mouth is a particularly challenging issue, especially within the context of marketer-created online brand community. Although the topic has been extensively researched, limited studies have investigated word of mouth from the perspectives of relationship marketing....

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Main Author:	Ngelambong, Anderson
Format:	Thesis
Language:	English
Published:	2019
Subjects:	Etiquette of entertaining Duties of host and hostess Hospitality
Online Access:	https://ir.uitm.edu.my/id/eprint/68615/1/68615.pdf
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id	my-uitm-ir.68615
record_format	uketd_dc
spelling	my-uitm-ir.686152022-10-19T07:12:25Z Modeling word of mouth engagement: the role of relationship value and quality in hospitality brand online / Anderson Ngelambong 2019 Ngelambong, Anderson Etiquette of entertaining. Duties of host and hostess. Hospitality Shaping individuals' word of mouth is a particularly challenging issue, especially within the context of marketer-created online brand community. Although the topic has been extensively researched, limited studies have investigated word of mouth from the perspectives of relationship marketing. Thus, this study aims to examine the effect of perceived relationship value and relationship quality on word of mouth engagement in the marketer-created online brand community. Specific attention is given to hospitality brand online community listed in the Top 100 Facebook page in Malaysia. To achieve the stated purpose, a quantitative method was adopted using a web survey to collect data from active members of hospitality brand Facebook page in Malaysia. A total of 235 valid responses were received and further analyzed using Partial Least Square Structural Equation Modeling. The findings confirmed that members' perceived relationship benefits of information, brand interaction, entertainment, and psychological empowerment all have a significant influence on relationship satisfaction. Subsequently, relationship satisfaction, commitment, and trust have a significant effect on online word of mouth, which in turn influences offline word of mouth. Interestingly, relationship satisfaction was also found to act as a full mediator in bridging the association between the dimensions of perceived relationship benefits and online word of mouth. Notably, this study provides several theoretical contributions in advancing word of mouth, consumer-brand relationship and relationship marketing literature. Methodologically, the use of state-of-the-art sampling design and mediation analysis led to better empirical findings. From a managerial perspective, this study offers essential guidelines for developing sound relationship marketing strategies in the marketer-created online brand community 2019 Thesis https://ir.uitm.edu.my/id/eprint/68615/ https://ir.uitm.edu.my/id/eprint/68615/1/68615.pdf text en public phd doctoral Universiti Teknologi MARA (UiTM) Faculty of Business Management Wan Omar, Maznah
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Wan Omar, Maznah
topic	Etiquette of entertaining Duties of host and hostess Hospitality
spellingShingle	Etiquette of entertaining Duties of host and hostess Hospitality Ngelambong, Anderson Modeling word of mouth engagement: the role of relationship value and quality in hospitality brand online / Anderson Ngelambong
description	Shaping individuals' word of mouth is a particularly challenging issue, especially within the context of marketer-created online brand community. Although the topic has been extensively researched, limited studies have investigated word of mouth from the perspectives of relationship marketing. Thus, this study aims to examine the effect of perceived relationship value and relationship quality on word of mouth engagement in the marketer-created online brand community. Specific attention is given to hospitality brand online community listed in the Top 100 Facebook page in Malaysia. To achieve the stated purpose, a quantitative method was adopted using a web survey to collect data from active members of hospitality brand Facebook page in Malaysia. A total of 235 valid responses were received and further analyzed using Partial Least Square Structural Equation Modeling. The findings confirmed that members' perceived relationship benefits of information, brand interaction, entertainment, and psychological empowerment all have a significant influence on relationship satisfaction. Subsequently, relationship satisfaction, commitment, and trust have a significant effect on online word of mouth, which in turn influences offline word of mouth. Interestingly, relationship satisfaction was also found to act as a full mediator in bridging the association between the dimensions of perceived relationship benefits and online word of mouth. Notably, this study provides several theoretical contributions in advancing word of mouth, consumer-brand relationship and relationship marketing literature. Methodologically, the use of state-of-the-art sampling design and mediation analysis led to better empirical findings. From a managerial perspective, this study offers essential guidelines for developing sound relationship marketing strategies in the marketer-created online brand community
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Ngelambong, Anderson
author_facet	Ngelambong, Anderson
author_sort	Ngelambong, Anderson
title	Modeling word of mouth engagement: the role of relationship value and quality in hospitality brand online / Anderson Ngelambong
title_short	Modeling word of mouth engagement: the role of relationship value and quality in hospitality brand online / Anderson Ngelambong
title_full	Modeling word of mouth engagement: the role of relationship value and quality in hospitality brand online / Anderson Ngelambong
title_fullStr	Modeling word of mouth engagement: the role of relationship value and quality in hospitality brand online / Anderson Ngelambong
title_full_unstemmed	Modeling word of mouth engagement: the role of relationship value and quality in hospitality brand online / Anderson Ngelambong
title_sort	modeling word of mouth engagement: the role of relationship value and quality in hospitality brand online / anderson ngelambong
granting_institution	Universiti Teknologi MARA (UiTM)
granting_department	Faculty of Business Management
publishDate	2019
url	https://ir.uitm.edu.my/id/eprint/68615/1/68615.pdf
_version_	1783735792424714240

Modeling word of mouth engagement: the role of relationship value and quality in hospitality brand online / Anderson Ngelambong

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