The impact of positive emotional experiences on eWOM generation and loyalty

By Antoni Serra-Cantallops, José Ramón-Cardona, Fabiana Salvi. Spanish Journal of Marketing - ESIC, 2018

168 citations recorded by the source corpus.

Purpose The purpose of this paper is to examine the role that positive emotional experiences play in the generation of electronic word-of-mouth (eWOM) and the influence both variables have, together with customer satisfaction and brand reputation, on customer loyalty in the context of hospitality services. Design/methodology/approach An online survey has been conducted including customers of an important hotel chain in the holiday up-market segment. The study sample is composed of 878 customers from Germany and the UK. The model has been tested using partial least squares technique. Findings Results indicate that positive emotional experiences have a positive effect on satisfaction, eWOM generation and company reputation. This study identifies the provision of emotional experiences as a powerful generator of positive eWOM in the hospitality context and it states that customer satisfaction, in itself, does not guarantee positive eWOM generation. Practical implications Designing unique, tailor-made, memorable experiences can become a key element to increase loyalty and, particularly, to foster the generation of recommendations, that is positive eWOM, in the hotel industry. Originality/value The study makes a contribution on the antecedents of customer satisfaction, eWOM engagement and loyalty in the specific context of hotel services.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/d5769885e51c1246210a978d282f9acd645baab4

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Citations in the corpus

Be creative, my friend! Engaging users on Instagram by promoting positive emotions (2020, background): “tive emotional experiences have been shown to be antecedents of user interaction on social networks such as Instagram (Serra-Cantallops et al., 2018).”
Understanding memorable tourism experiences and behavioural intentions of heritage tourists (2021, background): “Similarly, Serra-Cantallops, Ramon-Cardona, and Salvi (2018) also found that positive emotional experiences positively influence satisfaction and eWOM generation.”