The Dynamic Impact of Post-service Managerial Interaction on Satisfaction, eWOM, and Loyalty

Han, Saram

The Dynamic Impact of Post-service Managerial Interaction on Satisfaction, eWOM, and Loyalty

Abstract

The importance of properly managing the post-service customer experience has been widely suggested in the service marketing literature. A popular post-service managerial practice in the hospitality industry is conducting a customer satisfaction survey (CSS) and responding to the customers who complete the survey. In this dissertation, I investigate the effect of conducting a CSS and responding to the customers who participate in the survey. First, I examine how customers would decide to post online reviews if the hotel does not examine the CSS. Then, using a panel data model, this dissertation empirically investigates how the post-survey managerial interaction can impact the customers' future satisfaction and online word-of-mouth behavior (i.e., eWOM). Finally, a Hidden Markov Model (HMM) is used to understand how customers' loyalty to the hotel that is measured by the booking channel selection (i.e., OTA vs. direct booking) can be improved as a function of the post-survey managerial interaction.

Description

132 pages

Date Issued

2019-12

Keywords

Information science; Marketing; Statistics

Committee Chair

Anderson, Christopher K.

Committee Member

Mankad, Shawn
Forman, Chris

Degree Discipline

Hotel Administration

Degree Name

Ph. D., Hotel Administration

Degree Level

Doctor of Philosophy

Rights

Attribution-NonCommercial-NoDerivatives 4.0 International

Rights URI

https://creativecommons.org/licenses/by-nc-nd/4.0/

Types

dissertation or thesis