مقاله انگلیسی رایگان در مورد انعطاف پذیری مشتریان در برابر اطلاعات منفی – الزویر ۲۰۱۹

elsevier

 

مشخصات مقاله
ترجمه عنوان مقاله ایجاد انعطاف پذیری مشتریان در برابر اطلاعات منفی در صنعت هواپیمایی
عنوان انگلیسی مقاله Building customers’ resilience to negative information in the airline industry
انتشار مقاله سال ۲۰۱۹
تعداد صفحات مقاله انگلیسی ۱۴ صفحه
هزینه دانلود مقاله انگلیسی رایگان میباشد.
پایگاه داده نشریه الزویر
نوع نگارش مقاله
مقاله پژوهشی (Research Article)
مقاله بیس این مقاله بیس میباشد
نمایه (index) Scopus – Master Journals List – JCR
نوع مقاله ISI
فرمت مقاله انگلیسی  PDF
ایمپکت فاکتور(IF)
۴٫۲۱۸ در سال ۲۰۱۸
شاخص H_index ۶۵ در سال ۲۰۱۹
شاخص SJR ۱٫۲۱۱ در سال ۲۰۱۸
شناسه ISSN ۰۹۶۹-۶۹۸۹
شاخص Quartile (چارک) Q1 در سال ۲۰۱۸
مدل مفهومی دارد
پرسشنامه ندارد
متغیر دارد
رفرنس دارد
رشته های مرتبط مدیریت
گرایش های مرتبط بازاریابی
نوع ارائه مقاله
ژورنال
مجله / کنفرانس مجله خرده فروشی و خدمات مصرف کننده – Journal of Retailing and Consumer Services
دانشگاه  CeBER and Faculty of Economics, University of Coimbra, 165, 3004-512, Coimbra, Portugal
کلمات کلیدی انعطاف پذیری در برابر اطلاعات منفی، بازاریابی دهان به دهان الکترونیکی، شناسایی برند و مشتری، موافقت با برند خودی، تجارب برند به یاد ماندنی، مزایای اجتماعی برند
کلمات کلیدی انگلیسی Resilience to negative information، Electronic word-of-mouth، Customer-brand identification، Self-brand congruity، Memorable brand experiences، Brand social benefits
شناسه دیجیتال – doi
https://doi.org/10.1016/j.jretconser.2019.05.015
کد محصول  E13461
وضعیت ترجمه مقاله  ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید.
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فهرست مطالب مقاله:
Abstract
۱٫ Introduction
۲٫ Literature review
۳٫ Data, measures and methods
۴٫ Results
۵٫ Discussion and conclusions
Acknowledgements
References

 

بخشی از متن مقاله:
Abstract

This study aims to model the conditions that lead to existing customers’ resilience to negative information in the context of the airline industry. In doing so, the study examines the role of electronic word-of-mouth, considering the commitment-consistency principle. Fuzzy-set qualitative comparative analysis is employed along with structural equation modeling. Interaction effects are also studied. The structural equation modeling results show that electronic word-of-mouth influences resilience to negative information directly and indirectly (through the mediation of customer-brand identification). The results of the fuzzy-set qualitative comparative analysis show that customer-brand identification must be combined with electronic word-of-mouth to achieve high resilience to negative information. The combination of self-brand congruity with electronic word-of-mouth can also be sufficient to obtain this outcome. The interaction analysis provides additional support for the amplifying effect of electronic word-of-mouth.

Introduction

Previous research has noted that airlines should place a stronger focus on the brand value proposition to remain viable entities in a highly competitive industry (e.g., So et al., 2017). In fact, building and managing the brand identity has become a strategic imperative for airline companies (Balmer et al., 2009; So et al., 2018). However, creating and developing strong service brands is challenging, given the intangible nature of services (Becker et al., 1992). In this context, relationship-building is an important issue (Javalgi et al., 2006). Customer-brand identification has been considered an indicator of the customer-brand relationship (So et al., 2018), which can be enhanced by social media (Wang et al., 2012). With the emergence of online social media, social networking sites (e.g., Facebook) and microblogging sites (e.g., Twitter) in particular, customer daily routines have changed. Customers often post travel experiences on social media platforms (Xiang and Gretzel, 2010), and it has been suggested that travelers have a strong desire to share their experiences with others (Kim and Fesenmaier, 2017). Airline companies often see these online platforms as effective means to communicate and reinforce their brand identity and to build customer rapport (So et al., 2018). Thus, electronic word-of-mouth has been promoted by airlines. Nevertheless, social media also presents challenges to airlines because customers no longer have to accept service dissatisfaction quietly. Therefore, building resilience to negative information, which is closely related to the customer-brand relationship, has become increasingly important for airlines. In fact, negative information has a greater impact on brand evaluation than does positive information (Skowronski et al., 1998). Moreover, travel incidents that have gone wrong tend to be strongly recalled by travelers (Lee and Park, 2010), and service failures often occur in air travel (Park and Park, 2016).

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