PENGARUH E-SERVICE QUALITY PADA ONLINE TRAVEL AGENT TERHADAP ELECTRONIC WORD OF MOUTH PELANGGAN PADA MASA COVID-19

The dissemination of information in the form of Electronic Word of Mouth (EWOM) provided by customers regarding travel experiences during the Covid-19 pandemic is an effort to maintain its existence, so EWOM is an urgency in this study. The purpose of this study was to obtain an overview and influence of E-Service Quality on Electronic Word of Mouth. The type of research used is descriptive verification by describing and describing the variables studied and then obtaining conclusions. The dependent variable in this study is EWOM and the independent variable Eservice quality. The population in this study are OTA customers in Indonesia during the Covid-19 period. Sampling in this study using simple random sampling using probability sampling techniques of 200 respondents. The analysis technique used is Structural Equation Modeling (SEM) using the IBM SPSS AMOS for Windows program tool. The findings in this study found that the description of E-service quality and EWOM was in the high category. The research that has been conducted also suggests that E-service quality has a positive and significant influence on EWOM; the ease of use dimension in E-service quality contributes the most in the formation of EWOM, while the dimension of E-service quality that contributes the least in forming EWOM is the customization dimension

The impact of relational characteristics on consumer responses to word of mouth on social networking sites

Previous research has consistently found an effect of the valence (positive vs. negative) of electronic word of mouth in general and of word of mouth on a social networking site (sWOM) specifically on consumer responses. The current study investigates how interpersonal and person-to-site relational characteristics (homophily, tie strength, and source credibility) moderate this effect on consumer responses to sWOM (behavioral and positive word-of-mouth intention). The results show that interpersonal homophily and source credibility both significantly reinforce the effect of sWOM valence on behavioral intention and positive word-of-mouth intention. Only considering person-to-site relational characteristics as antecedents, (person-to-site) homophily and source credibility reinforce the effect of sWOM valence on behavioral intention and on positive word-of-mouth intention. However, including both the interpersonal and the person-to-site relational characteristics as antecedents results in all person-to-site relational characteristics becoming nonsignificant as moderators. This study advances the sWOM literature by concurrently examining how both interpersonal and person-to site relational characteristics moderate the effect of message valence on sWOM responses. The findings imply that marketers should try to stimulate sWOM from credible sources that are homophilous to the target audience, as these relationships reinforce the positive impact of sWOM valence on behavioral intentions

The impact of relational characteristics on consumer responses to word of mouth on social networking sites

Previous research has consistently found an effect of the valence (positive vs. negative) of electronic word of mouth in general and of word of mouth on a social networking site (sWOM) specifically on consumer responses. The current study investigates how interpersonal and person-to-site relational characteristics (homophily, tie strength, and source credibility) moderate this effect on consumer responses to sWOM (behavioral and positive word-of-mouth intention). The results show that interpersonal homophily and source credibility both significantly reinforce the effect of sWOM valence on behavioral intention and positive word-of-mouth intention. Only considering person-to-site relational characteristics as antecedents, (person-to-site) homophily and source credibility reinforce the effect of sWOM valence on behavioral intention and on positive word-of-mouth intention. However, including both the interpersonal and the person-to-site relational characteristics as antecedents results in all person-to-site relational characteristics becoming nonsignificant as moderators. This study advances the sWOM literature by concurrently examining how both interpersonal and person-to site relational characteristics moderate the effect of message valence on sWOM responses. The findings imply that marketers should try to stimulate sWOM from credible sources that are homophilous to the target audience, as these relationships reinforce the positive impact of sWOM valence on behavioral intentions