Civil Aviation Customer Satisfaction Automatic Evaluation System

In 2021, the airline industry was affected by COVID-19, and many airlines suffered losses. The main reason for the loss were the decline in revenue and the surge in costs. Therefore, in terms of creating the competitive advantage of airlines, "price war" is no longer applicable, and improving service quality has become an effective means. Customer satisfaction is the most effective indicator to measure service quality. In this study, a satisfaction evaluation system is established based on structural equation model and customer satisfaction importance matrix. Then, a questionnaire is designed to analyze the influence of different factors on customer satisfaction. The research finds that brand image and perceived quality have a great impact on customer satisfaction. In addition, some suggestions for airlines to improve customer satisfaction are given. © 2023 SPIE.

Supplements purchase intention: young consumer's perspective

PurposeThis study aims to investigate the factors that influence young consumers' purchase intention towards dietary supplements (DS) in Malaysia.Design/methodology/approachThe supplement industry in Malaysia has been growing rapidly recently due to a paradigm shift in healthcare management, from curative to prevention. Thus, it has sparked interest to conduct a study on the factors that influence young consumers' purchase intentions towards DS. With a response rate of 74.5%, a survey questionnaire was used to elicit data from 149 Gen-Y respondents who consume supplements on a regular basis.FindingsThe results revealed that the influencing factors towards purchase decisions among these Gen-Y respondents aged between 17 and 25 are based on product knowledge and product quality. The implications of these findings and directions for future research are outlined at the end of this paper.Originality/valueThis study offers empirical insights from the perspective of an emerging digital economy on the factors that influence young consumers' purchase intentions towards DS in Malaysia.

Building BPJS Image, Public Trust and Intention to Use JKN Mobile Services During the Covid Pandemic

Purpose: to analyze the ability of the National Health Insurance mobile service quality to build BPJS brand image and public trust to increase intention to use online services during the Covid period. The background of this research is based on the phenomenon in the form of complaints on the quality of online services and research gaps on the effect of service quality on the intention to use online services. Brand image and trust are offered as a mediation for gaps in previous research results. Design/ methodology/approach: The type of research is quantitative, using a pre-existing measurement scale related to mobile service quality, brand image, trust and intention. Involving a sample of 140 BPJS users during the Covid pandemic. It is difficult to identify the population size, the sample size is determined by the formulation of a constant value of 5 multiplied by 28 indicators. The technique of selecting respondents was carried out by means of non-probability random sampling. PLS SEM model as an analysis tool. Findings: The results of this study indicate that the direct relationship of mobile service quality on brand image, trust and intention shows significant positive results. Furthermore, the influence of brand image on trust shows significant results. The influence of brand image and trust on intention is also found to be significantly positive. Practical/implications: although management policies encourage customers to use mobile services more, the public still considers the trustworthy image of BPJS to develop their intention to use mobile application services. The government must remain consistent in ensuring that the quality of mobile service is not compromised because the implications for BPJS image and public trust are at stake. Through the person in charge at BPJS, the government must continue to consistently evaluate and improve the system and educate the public regarding this BPJS health mobile service system. Originality/value: This research offers new insights, filling gaps in studies on national health insurance mobile services during the Covid-19 Pandemic

Impact of Electronic Word-Of-Mouth on Consumer-Based Brand Equity and Purchase Intention: Hotel Industry in Thailand

Electronic word-of-mouth is a new form of informal communication where messages are disseminated to others using social media and other electronic platforms. This research investigates eWOM to determine its impact on the perception of brand equity and the intentions of consumers to purchase hotel services in Thailand. Using a quantitative approach and a non-probability sampling method, 410 Thai respondents aged 18 and above with relevant hotel experiences participated in this study. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were used to analyze the model fit and the validity and reliability of the variables. In addition, in order to investigate the relationship between the constructs, first-order and second-order approaches were used, in which eWOM was the second-order construct in the study, while its credibility, valence, and volume, were first-order constructs. The findings indicated that eWOM positively affects all brand equity dimensions and purchase intentions, showing the strongest significant positive effect on brand awareness. Additionally, brand equity dimensions were shown to mediate the effect of eWOM on purchase intentions. Details of the analyses and discussions are included in the latter part of this paper.

Brand Image during WAR

Due to the latest war, that unfortunately has a worldwide impact not only on humanitarian emergency, on the attacked country, but as well as at the economic level with greater international influence. Almost all countries, with very few exceptions, have interdependent economies and rely mainly on raw materials, goods, financial services, finite products, technology, know-how that are supplied by other states. We live in a Global World, where friendship, stewardship, understanding, mutual respect and the protection of humans' life must prevail both for very few "blessed", but also for all the inhabitants of the Earth. The recovery after the CoVid-19 pandemic is not complete, as the actual pandemic was not totally wiped out;many countries still need time to restore their Gross National Income, as a result, different economic sectors were likewise affected by medical emergency and restrictions. Innumerable multinational companies decided, owing to the latest war against Ukraine, to cease, suspend and even withdraw their activities, production and even brands from the aggressive country. In this article, we want to discover if appealing to this kind of measures has increased their brand image among actual and potential customers. The findings are quite intriguing.

The impact of integrated marketing communications consistency on destination brand equity in times of uncertainty: the case of Croatia

PurposeThis paper aims to examine how message consistency pursued through integrated marketing communications (IMC) can build a strong destination brand equity in a very dynamic environment and whether this process is affected by the perceived risk of COVID-19.Design/methodology/approachData collection was conducted among 333 international tourists visiting Croatia, a destination that has experienced a remarkable boom in the summer/autumn season of 2021, regardless of the pandemic. Partial least squares–structural equation modelling (PLS-SEM) was used for data analysis.FindingsResults show that IMC consistency has a significant impact on the four destination brand equity dimensions, i.e. awareness, image, perceived quality and loyalty. This influence is found to be the highest on destination brand awareness and the lowest on destination brand loyalty. Perceived risk of COVID-19 moderates the impact of message consistency on brand image and perceived quality.Originality/valueTo the best of the authors' knowledge, this is the first study that examines the role of IMC consistency in a tourism context during turbulent times. The impact of IMC consistency is analyzed on different components of destination brand equity, which addresses the most recent research call from tourism literature. The moderating effects of perceived risk are considered, thus providing additional implications in a context of high uncertainty. Finally, IMC consistency is assessed from the consumer rather than managerial viewpoints, thus adopting the necessary outside-in approach embedded in the IMC idea.

THE BRAND LOGO TYPEFACE AND ITS EFFECTS ON COSTUMER'S BEHAVIOR AND SATISFACTION: IN ONLINE TAXI COMPANIES

The use of online services has become very popular among consumers nowadays, especially since the outbreak of the Coronavirus. One of the most visible services is the use of online taxi. In this regard, the brand and the logo are the first step of introducing the company, so its crucial role cannot be ignored. In this study, we examine the positive effect of brand logo typeface on brand attitude, consumer satisfaction and strengthening the intention to buy and brand preference by customer satisfaction. The statistical population was randomly selected. We design a conceptual model and then prepare a standard online questionnaire. After collecting the data through the software Smart-PLS3, we start the analysis. According to Cronbach's alpha and AVE, the findings show that the brand logo typeface has a positive and direct influence on customer attitude and satisfaction, and customer satisfaction mediates the purchase intention and brand preference.

The Effects of Social Media Communication and e-WOM on Brand Equity: The Moderating Roles of Product Involvement

As brand equity (BE) is a valuable, but intangible, asset of any firm, understanding BE represents a primary task for many organizations. Factors that influence the development of BE are of inordinate academic and practical significance and a source of continuous investigation. While the current literature on social media communication (SMC) and BE provides a wealth of information, our study pioneers the most recent processes of mediation and moderation of electronic word-of-mouth and product involvement (PI) in BE research. Accordingly, the results of this work will likely become one of the key sources of information in sustainable marketing planning and in the development of strategies. To accomplish this goal, we assessed the structural relationships among SMC, electronic word of mouth (e-WOM), PI, and BE. A questionnaire survey was administered concerning consumer brands in China. In this survey, due to the need for social distancing during the COVID-19 pandemic, the questionnaire was distributed and collected via the internet. A total of 369 data sets were analyzed by partial least squares structural equation modeling (PLS-SEM). The results of our investigation reveal that: (a) social media firm- and user-generated content have a positive impact on e-WOM, (b) social media firm- and user-generated content have a positive impact on BE, (c) e-WOM has a positive impact on BE and serves as an intermediary role between SMC and BE, and (d) PI exerts specific moderating effects between SMC and BE.

Destination social responsibility drives destination brand loyalty: a case study of domestic tourists in Danang city, Vietnam

PurposeThis study aims to identify how perceived destination social responsibility (DSR) drives destination brand loyalty through a jointly and independently mediated mechanism of cognitive and affective components (e.g. tourist-destination identification, cognitive image, affective image and tourist satisfaction) and to examine the moderating role of individual-level collectivist values in linking perceived DSR and tourist behaviors.Design/methodology/approachAn online survey is conducted to collect the data of 351 domestic tourists visiting an urban tourism destination (e.g. Danang City) in Vietnam. A serial multiple mediation model and moderation model were examined by applying covariance-based structural equation modeling.FindingsThis research's results highlight the leading factors of perceived DSR in the process of forming destination brand loyalty and confirm the vital role of the intermediary mechanism of tourists' cognition and affect during this process. The chain of causal relationships DSR → TDI → CI → AI → TS → DBL confirms the role of perceived DSR as an essential prerequisite factor of DBL, creating a close connection to tourists' cognition and affect and contributing to improving destination brand loyalty. Individual-level collectivist values were found to positively moderate the links between perceived DSR and tourist-destination identification, affective image and destination brand loyalty.Research limitations/implicationsFuture research would provide insights into the links between perceived DSR and tourist behaviors by considering moderating variables (e.g. cultural distance and tourist types) and uncovering specific insights into each destination stakeholder's DSR activities.Originality/valueA new integrated model of destination brand loyalty development is proposed to explore a new path for destination brand loyalty formation through cognitive, affective and cognitive-affective pathways. This moderating stream of examining individual-level collectivist values can make a significant contribution to the extant tourism literature by promoting a more positive tourist perception of DSR, thereby increasing tourists' knowledge, beliefs and emotions and enhancing destination brand loyalty.

Being "green” to trust and continue in a global pandemic

PurposeGiven the severe impact of coronavirus disease 2019 (COVID-19) on bank business activities, this study aims to examine how green brand image and online trust affect customers' continuance intention (CI) under the boundary condition of perceived effectiveness of e-services (PEES).Design/methodology/approachAn extensive review of the green marketing perspective was conducted to identify the incremental contributions of the current study (e.g. extensions of online trust and PEES). The authors used the common questionnaire survey strategy for the data collection while applying the partial least squares technique for further analyses.FindingsUsing data from 460 bank customers, the findings indicated that online trust positively mediates the relationship between green brand image and CI under the moderating effect of PEES. At high levels of PEES, online trust exerts strongest effect on customers' CI.Research limitations/implicationsThis study responds to the emerging call for understanding the PEES role, under which online trust leads to CI in the context of the global pandemic.Practical implicationsThe authors provide bank managers with a helpful extension of green marketing with PEES to manage online trust and customer intention, thereby increasing the managers' strategic effectiveness.Originality/valueThe current study explores the moderating role of PEES that plays in the green brand image, online trust and CI relationships, in responding to the pandemic situation.

A moderated mediation model of situational context and brand image for online purchases using eWOM

PurposeThe moderating role of situational context in the effects of electronic word-of-mouth (eWOM) on online purchase intention through brand image has found sparse empirical support. This study thus aims to examine whether situational context affects the direction and strength of the relationships between aspects of eWOM and brand image that lead to online purchase intention.Design/methodology/approachTo extend the existing research, the authors tested the model using a sample of 546 online shoppers during the fourth wave of COVID-19 in Ho Chi Minh City. Specifically, the testing of the direct relationships and the mediating role of brand image occurred using measurement and structural models. The authors then created a moderated mediation model to examine the moderating role of situational context. Furthermore, the authors probed the interactions by identifying changes in the relationships from eWOM to online purchase intention through a brand image at different levels of situational context.FindingsWithout situational context's moderating effect, brand image positively partially mediated the influence of either eWOM credibility or quantity on intention. Situational context's moderating effect then explains why high- versus low-level disease-avoidance customers seek less eWOM credibility and more eWOM quantity to develop brand images and shape their intentions.Originality/valueThe findings have theoretical implications for understanding the pressure of disease avoidance on customers' online purchase intentions. Among the practical implications of the research are tactics for profit and non-profit purposes.

Hotel Recovery Post Pandemic: Is Rebranding Required?

For hotel business to survive during COVID-19 Pandemic requires to conduct major adjustment in almost all aspects of operation. This qualitative study was conducted to assess the operation adiustment that may affect the hotel brand. Data was gathered from respondents comprising managers and decision-makers of 5-to-3-star hotels in Bali, Indonesia that remain open during the pandemic, using online survey and interview. The results show that during the pandemic, hotels have made major operation adjustment to survive;whilst, maintaining the same quality standard, applying meticulous CHSE (Cleanliness Health Safety Environment) protocol, and keeping the customers informed through online promotion platforms regarding the hotel's condition being ready to host guests. The adjustment made includes reducing operation cost, shifting target market into domestic market to maintain cash flow to cover operation, adjusting the rate and prices to adapt the weaker customer's buying power, applying flexible booking and refund conditions, human resource policy and planning rearrangement, reducing the quantity of room offered and menu list items in Food and Beverage outlets. The hotel business resilient was owned to the professionalism of hoteliers, thus hotel rebranding is not required as the quality of the products offered is the same with those before the pandemic;at post-pandemic, it would be simply sifting the target market back to pre-pandemic.

Guest editorial: Global branding management in a rapidly changing environment

[...]the renascence of consumer ethnocentrism, patriotism, local identity and global company animosity has shadowed the prospect of global brands (He and Wang, 2015). [...]in an age of emerging and growing antipathy towards globalization, perhaps fueled by global crises such as the COVID-19 pandemic, a relevant issue within the global branding literature needs to be answered. Lang, Behl, Guzman, Pereira and Del Giudice (The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market) investigate the simultaneous impact of advertising efforts, distribution intensity, and store image on global brand loyalty of fast-moving consumer goods in emerging markets. The study reveals variations among the selected marketing mix elements and brand loyalty, contributing to the understanding of global consumer culture, marketing mix, brand equity and global brand loyalty.

Egyptian crises and destination brand image: the resurrection of the mummy

Previous research has shown that a country's perceived image during and after the crisis affects tourism, yet the impact of communications on the holistic destination brand image in a sustained crisis remains limited. Based on a case study of Egypt of the Arab spring and the Covid-19 pandemic, this study investigates the effectiveness of strategies to alter one destination's image. Due to the recurring recoveries in Egyptian tourism, we believe that strengthening the resilience of the destination brand image during a prolonged crisis can offer valuable insights to practitioners and academics. The researchers conducted a media content analysis and a sentiment analysis of 3662 online and social media publications to gauge the alignment between Egypt's projected and perceived destination brand image. While the tourism literature has primarily focused on crisis communication and strategies to alter a negative destination brand image, few studies have examined strategies that focus on building an enduring, resilient destination brand. This study offers a normative and exploratory model of Adaptable Destination Strategies during crises (ADS). The ADS model contributes to existing literature and destination management organizations by suggesting an integrated strategy toolkit for extended destination brand image governance grounded in diversification, collaboration, communication, and consistency. © 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.

Olympic Games, media coverage and brand image/performance from fan and gender perspectives

PurposeThe purpose of this paper is to explore and test certain assumptions concerning the role of the media in its coverage of the Olympic Games, US men's and women's basketball in particular, and its perceived impact on brand image of the athletes' performance from a fan's motivational and financial perspective.Design/methodology/approachUses and gratifications theory and sport fan motivation scales were used to identify potential impacts of media coverage and branding on athletic performance. Based on a study of 143 working professionals that identified themselves as Olympic sport fans in the Pittsburgh, PA metropolitan area, several hypotheses were tested.FindingsThe most to least important factor-based constructs found from a PCA (Principal Components Analysis)/factor analysis included competitiveness, fan commitment, media connections, media impacts, demographics and financial impacts. When using the construct athletic performance at the Olympic level as the dependent variable, results suggested that competitiveness, media connections and fan commitment were significant for males only, while only media connections for significant for females. Males were found to be more player-centric than females, willing to be more focused on the competitive nature of the Olympic Games and to dedicate more money for such activities.Originality/valueFocusing on Olympic Games and associated athletes' competitive nature opens a unique perspective from fan's gender perspective.

Sustained Improvement of Educational Information Asymmetry: Intentions to Use School Social Media

Under the impact of digitization, many schools in Taiwan have started to actively operate social media. Using social media to release important school information can reduce the educational information asymmetry between schools and students. Educational information asymmetry may cause problems of adverse selection and moral hazard, and damage the rights and interests of students. The main purpose of this study is to explore the intentions of high school students to use school social media as a channel to obtain important information about their schools. A questionnaire survey was administered to the students of a high school in Taoyuan City, Taiwan, and the collected data were statistically analyzed. The research results of this study show that perceived usefulness, subjective norm, and trust had positively significant effects on the intention to use school social media;however, perceived ease-of-use, and perceived behavioral control did not have significant effects on the intention to use school social media. Through the operation of social media, schools can not only eliminate the adverse selection and moral hazard caused by information asymmetry but also improve their brand images and reduce their marketing costs.

AI service impacts on brand image and customer equity: empirical evidence from China

This paper examines the relations among AI service attributes, brand image, brand familiarity and customer equity. The proposed relationships were tested by structural equation modeling of survey data of 210 usable responses in China. Test results indicate that problem-solving ability, accuracy, and customization of AI service have significant positive effects on brand image;the three constructs of customer equity (value equity, brand equity, and relationship equity) are all positively and strongly affected by brand image. Moreover, brand familiarity moderates the effect of customization, interaction, and problem-solving ability on brand image. By bringing together AI literature and consumer behavior literature, this research sheds light on the effectiveness of AI service in enhancing brand image and customer equity. This has important theoretical value in enriching the streams of AI and brand research. Additionally, this research integrates the AI technology within a corporate brand management strategy and offers practitioners and marketers in post-COVID era with a model with which they can find new ways to meet consumer demands and improve brand image via AI technology. © 2022, The Author(s), under exclusive licence to Springer Nature Limited.

Hotel branding and COVID-19 managed isolation and quarantine (MIQ) facilities: consequences and lessons learnt

Purpose: This study aims to understand the consequences of the decision by some hotels during the COVID-19 pandemic to contract their accommodation to be used as managed isolation and quarantine (MIQ) facilities. Specifically, this study aims to understand the impact of this decision in terms of corporate brand image, brand loyalty, negative word of mouth (NWOM) and purchase intention. Design/methodology/approach: Data were collected through a quasi-experimental research design and was analysed through a t-test. Findings: This study hypothesises that the use of a hotel brand as a COVID-19 MIQ facility will be detrimental to its corporate brand image because of the expectation disconfirmation theory and attribution theory, thus reducing brand loyalty and increasing NWOM. The result supports the hypotheses. Research limitations/implications: This study does not factor in a time period for the observed effects. While the results indicate that hotels used for MIQ purposes have reduced corporate brand image, brand loyalty and purchase intention, this study does not establish the duration of the damage. Originality/value: This study provides insight into consumers' perceptions of hotel brands that served as COVID-19 MIQ facilities. The originality lies in the discovery that the decision by hoteliers to opt to use their facilities for COVID-19 MIQ facilities was detrimental to corporate brand image and brand loyalty. © 2023, Emerald Publishing Limited.

How does a hotel's hygiene protocol quality trigger guests' revisit intention during the pandemic? Evidence from Chinese guests

Purpose: Based on the Stimulus-Organism-Response Model, this study aims to investigate how the intention of Chinese guests to revisit a hotel (response) is triggered by the quality of the hotel's hygiene protocols (stimulus) during the pandemic. Brand image, perceived guest satisfaction and perceived customer trust were examined as the organism factors in this model. Design/methodology/approach: The quantitative method was adopted to collect data via a structured online survey of 385 Chinese hotel guests. Their responses were analyzed using SPSS (v.26) and SmartPLS (3.3.2) software. Findings: The quality of hotel hygiene protocols was found to have a significant impact on hotel brand image, perceived guest satisfaction and perceived guest trust. Hotel brand image, perceived guest satisfaction and perceived guest trust, in turn, demonstrated significant relationships with guests' revisit intention. Research limitations/implications: Theoretically, the present study offers a framework to understand the impact of hotel hygiene protocols on guest revisit intention. Practically, the findings of the study encourage industry practitioners to implement proper safety protocols and standard operating procedures related to COVID-19. Originality/value: Since the beginning of the pandemic, hotel hygiene standards have become a key concern for guests. The current study provides important and meaningful insights into whether and how hotel hygiene quality promotes guest revisit intention. © 2023, International Tourism Studies Association.

Airline brand image, passenger perceived value and loyalty towards full-service and low-cost carriers

Purpose: This study aims to examine the mediating and moderating processes that link airline brand image to passenger loyalty through perceived value. Design/methodology/approach: The research participants were Taiwanese passengers with experience travelling abroad by air. Structural equation modelling and multigroup analysis were used to investigate the effect of airline brand image and perceived value on the loyalty of passengers using full-service and low-cost carriers. Findings: For both airline types, airline brand image had a significant and positive effect on passenger perceived value. Perceived value had a significant and positive effect on passenger loyalty, perceived value was a crucial mediator and airline type was not a key moderator in the model. Originality/value: In this study, focusing on the perspective of Taiwanese passengers, a conceptual model of the factors that lead to passenger loyalty, with a focus on brand image, was developed. This paper contributes to the literature and application field by examining the mediating effect of perceived value and the moderating role of airline type in the aviation industry;on the basis of the results, potential recovery strategies for airlines in the post-COVID-19 era are provided. © 2023, Emerald Publishing Limited.