Value co-creation and positive online reviews: investigating the roles of customer gratitude and price fairness perception toward Egyptian hotels

IF 3.8 Q2 BUSINESS EuroMed Journal of Business Pub Date : 2024-08-09 DOI:10.1108/emjb-09-2023-0264

M. A. Khashan, Mohamed A. Ghonim, Mariam Ashraf Aziz, T. H. Alasker, Mohamed M. Elsotouhy

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Abstract

PurposeThe current study used the Stimuli-Organism-Response (S-O-R) paradigm to analyze value co-creation and customer gratitude influence on hotel guests' online reviews. It also examines the price fairness perception moderating influence on value co-creation and consumer gratitude.Design/methodology/approachData were collected from 436 customers using an Internet-based questionnaire. PLS-SEM was utilized to assess hypotheses based on WarpPLS.7 software.FindingsThe findings demonstrated that value co-creation (co-production and value in use) significantly impacted customer gratitude and willingness to post positive online reviews. Gratitude positively influenced customers’ willingness to post online reviews. Gratitude mediated the relation between value co-creation and willingness to post positive online reviews. Price fairness perception moderated the relationship between value co-creation dimensions and customer gratitude.Originality/valueThe S-O-R framework underpins this study to measure the effects of co-production and value in use (stimuli) on consumer gratitude (organisms) and willingness to post positive online reviews (response). No prior studies examined this paradigm in an emerging market like Egypt. In addition, the study investigated the fair price fairness perception as a new moderating variable. Theoretical and managerial consequences are addressed.

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价值共创与正面在线评论：研究埃及酒店顾客感激之情和价格公平感的作用

目的本研究采用刺激-组织-反应（S-O-R）范式分析价值共创和顾客感激之情对酒店顾客在线评论的影响。本研究还探讨了价格公平感对价值共创和消费者感激之情的调节影响。研究结果研究结果表明，价值共创（共同生产和使用价值）显著影响了顾客的感激之情和发布积极在线评论的意愿。感激之情对顾客发布在线评论的意愿有积极影响。感激之情在价值共创与发布积极在线评论的意愿之间起到了中介作用。价格公平感调节了价值共创维度与顾客感激之情之间的关系。原创性/价值本研究以 S-O-R 框架为基础，测量共同生产和使用价值（刺激）对消费者感激之情（有机体）和发布正面在线评论意愿（反应）的影响。此前还没有研究在埃及这样的新兴市场中考察过这一范式。此外，本研究还调查了公平价格公平感这一新的调节变量。研究还探讨了理论和管理后果。

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来源期刊

EuroMed Journal of Business BUSINESS-

CiteScore

9.80

自引率

19.20%

发文量

期刊介绍： The EuroMed Journal of Business (EMJB) is the premier publication facilitating dialogue among researchers from Europe and the Mediterranean. It plays a vital role in generating and disseminating knowledge about various business environments and trends in this region. By offering an up-to-date overview of emerging business practices in specific countries, EMJB serves as a valuable resource for its readers. As the official journal of the EuroMed Academy of Business, EMJB is committed to reflecting the economic growth seen in the European-Mediterranean region. It aims to be a focused and targeted business journal, highlighting environmental opportunities, threats, and marketplace developments in the area. Through its efforts, EMJB promotes collaboration and open dialogue among diverse research cultures and practices. EMJB serves as a platform for debating and disseminating research findings, new research areas and techniques, conceptual developments, and practical applications across various business segments. It seeks to provide a forum for discussing new ideas in business, including theory, practice, and the issues that arise within the field.