Effect of eWOM stimuli and eWOM response on perceived service quality and online recommendation

ABSTRACT

In congruence with the remarkable trend of consumer’s adoption of online hotel booking services, this study applies the Stimulus-Organism-Response (S-O-R) framework to analyse the direct triadic effect of electronic Word-of-Mouth (eWOM) stimuli including valence, volume, and image review on customer’s perceived service quality. Consequent effects of perceived service quality on the online recommendation intention of the customer are measured along with moderating effects of the hotel's eWOM response. In a single integrated framework, we conceptualised and examined the effects of stimuli (volume, valence and image-based view) on the organism (perceived service quality) and its subsequent effect on customer’s response in the form of recommendation intention. The results from the multiple regression analysis (with interaction effect) indicated the significant role of the eWOM stimuli in forming perceived service quality. As a novel contribution, this study identifies that eWOM response moderates the effect of eWOM stimulus on perceived service quality and online recommendation. Managerial implications are discussed.

KEYWORDS:

• eWOM valence
• eWOM volume
• image review
• eWOM response management
• S-O-R framework

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Gobinda Roy

Gobinda Roy is an Assistant Professor (Marketing) in International Management Institute in Kolkata. Dr. Roy has earned his Ph.D. from Vinod Gupta School of Management, Indian Institute of Technology Kharagpur. He has 15 years of managerial experience in telecom and market research industries in India. He was co-founder of Ennovation Consulting. He has published articles in many international journals. His current research interest includes online/ internet marketing, consumer behaviour, online retails, etc.

Biplab Datta

Biplab Datta is an Associate Professor in Marketing and leadership in Vinod Gupta School of Management, Indian Institute of Technology Kharagpur. His research has been published in Journal of Hospitality Marketing & Management, Marketing Intelligence & Planning, Journal of Marketing Communications, Journal of Consumer Marketing, Total Quality Management & Business Excellence, International Journal of Business Excellence, Journal of Internet Commerce, Journal of Indian Business Research, Foreign Trade Review and Journal of Relationship Marketing.

Srabanti Mukherjee

Srabanti Mukherjee is an Assistant Professor in Marketing in Vinod Gupta School of Management, Indian Institute of Technology Kharagpur. Her research interests are in the areas of base of the pyramid market, consumer behaviour and services marketing. Srabanti’s research has been published in Journal of Business Research, Journal of Retailing and Consumer Services, Marketing Intelligence & Planning, Journal of Hospitality Marketing and Management, Tourism Recreation Research, Journal of Consumer Marketing, Journal of Marketing Communications, Total Quality Management and Business Excellence, and Foreign Trade Review among others. She is an Editorial Board Member of Tourism Recreation Research and International Journal of Consumer Studies.

Rituparna Basu

Rituparna Basu is an Associate Professor and Marketing Area Chair at the International Management Institute in Kolkata, India. Dr. Basu won the prestigious Global ISB-Ivey Case Competition across two consecutive years in 2017 and 2018. She received the AIMS-Outstanding Woman Management Researcher Award 2017 and AIMS-IRMA Outstanding Young Woman Management Teacher Award 2016. She earned her Doctor of Philosophy in Management from Indian Institute of Technology, Kharagpur in 2013. She holds a B.Sc in Economics from St. Xaviers’ College, Kolkata, and is a gold medallist MBA. She is particularly known for her practice-led research and is also regarded as a high impact corporate trainer.