The Influence of Service Marketing Mix on Word of Mouth in Using Halal Kitchen Hotels
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Published:
Apr 29, 2020
Keywords:
Service Marketing Mix, satisfaction, customer loyalty, word of mount, Halal Kitchen Hotel
Main Article Content
Abstract
This research aims to study the impacts among service marketing mix, satisfaction, customer loyalty, and word of mount upon using the Halal kitchen hotels. The data were collected from 400 Muslim Thai and foreign tourists in Krabi using purposive sampling with a set of questionnaires and analyzed by employing Structural Equation Modeling (SEM). The results of the SEM analysis showed that the service marketing mix had an influence on the customer satisfaction (β =.81, P < .001) and loyalty (β =.65, P < .001). Customer satisfaction had an effect on customer loyalty (β =.30, P < .001). However, customer satisfaction did not have an impact on word of mouth communication (β =.01). Customer loyalty had the influence on word of mouth communication (β =.90, P < .001). Variance (R2) of customer satisfaction, loyalty and word of mouth communication variables were .66, .84 and .90, respectively. The results contribute to a growing body of knowledge and enhance an understanding of a marketing process in a form of word of mount communication in using the Halal kitchen hotels.
Article Details
How to Cite
Hayeemad, M., & Graisutrang, A. (2020). The Influence of Service Marketing Mix on Word of Mouth in Using Halal Kitchen Hotels. WMS Journal of Management, 9(2), 29–43. Retrieved from https://so06.tci-thaijo.org/index.php/wms/article/view/241852
Section
Research Articles-Academic Articles
References
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Sarker, M.A.H., Aimin, W., & Begum, S. (2012). Investigating the Impact of Marketing Mix Elements on Tourists Satisfaction: An Empirical Study on East Lake. European journal of business and management, 4(7), 273-282.
Sinsathitporn, T. (2015). The influences of perceived value on trust, satisfaction, word of mouth and revisit of customer of the Bangkok Airways Public Company. Bangkok: Bangkok University.
Skogland, L., & Siguaw, J. A. (2004). Are you satisfied customers loyal.Cornell Hotel and Restaurant Administration Quarterly, 45(3), 221-234.
Stephenson, M. L., Russell, K. A., & Edgar, D. (2010). Islamic hospitality in the UAE: indigenization of products and human capital. Journal of Islamic Marketing, 1(1), 9-24.
Suki, N. M. (2014). Passenger satisfaction with airline service quality in Malaysia: A structural equation modeling approach. Research in Transportation Business & Management, 10, 26-32.
Suksamran, T., Nami, M. & Shoosanuk, A. (2016). The influence of price perceived values and emotional perceived values on trust, customer satisfaction, word-of-mouth and revisit of SF Cinema city in Bangkok. Journal of Graduate School of Commerce-Burapha Review, 11(1), 1-15.
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Tian-Cole, S., Crompton, J.L,. & Willson, V.L.(2002). An empirical investigation of the relationships between service quality, satisfaction and behavioral intentions among visitors to a wildlife refuge. Journal of Leisure Research, 34(1), 1.
Uslu, A., Durmus, B., & Kolivar, B.K. (2013). Analyzing the brand equity of Turkish airlines services: comparing the Japanese and Turkish perspectives. The proceedings of 9th international strategic management conference. Procedia – Social and Behavioral sciences 99, 446-454.
Valta, K. S. (2013). Do relationship norms matter in consumer-brand relationships?. Journal of Business Research. 66, 98-104.
Yeh, Y., & Choi, S.M. (2011). MINI-lovers, maxi-mouths: An investigation of antecedents to eWOM intention among brand community members Journal of Marketing Communications, 17(3), 145-162.
Wapitak, M. (2015). The influences of perceived value and perceive quality on customer trust, satisfaction, word of mouth and revisit of the eyebrows permanent makeup business. Bangkok: Bangkok University.
Zailani, S., Omar, A., & Kopong, S. (2011). An Exploratory Study on the Factors Influencing the Non-Compliance to Halal among Hoteliers in Malaysia. International Business Management, 5(1), 1-12.
Zabkar, V., Brencic, M. M. & Dmitrovic, T. (2010). Modeling perceived quality, visitor satisfaction and behavioural intentions at the destination level. Tourism Management, 31(4), 537-546.
Zikmund, W.G., Babin, B.J., Carr, J.C., & Griffin, M. (2010). Business Research Methods. Ohio: South Western Cengage Learning.
Al Serhan, O. A., & Alobaitha, N. A. (2013). Islamic hospitality in the UK: build it and they will come. International Journal of Teaching and Case Studies, 4(2), 171-186.
Amin, M., Isa, Z. & Fontaine, R., (2011). The role of customer satisfaction in enhancing customer loyalty in Malaysian Islamic banks. The Service Industries Journal, 31(9), 1519-1532.
Berezan, O., Raab, C., Yoo, M. & Love, C. (2013). Sustainable hotel practices and nationality: The impact on guest satisfaction and guest intention to return. International Journal of Hospitality Management, 34, 227-233.
Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123-138.
Bryman, A., Bell, E. (2011). Business Research Methods. (3rd ed.). Oxford University Press.
Diamantopoulos, A., & Siguaw, J.A. (2000). Introducing LISREL. London: Sage Publications.
Gracia, E., Bakker, A.B., & Grau, R.M. (2011). Positive emotions: The connection between customer quality evaluations and loyalty. Cornell Hospitality Quarterly, 52(4), 458-465.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson,R. E. (2010). Multivariate data analysis. (7th ed.) New Jersey: Pearson Education.
Harrison-Walker, L.J. (2001). The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents. Journal of Service Research, 4(1), 60-73.
Henderson, J. C. (2010). Sharia-compliant hotels. Tourism and Hospitality Research, 10(3), 246.
Hur, W., Ahn, K., & Kim, M. (2011). Building brand loyalty through managing brand community commitment. Management Decision, 49(7), 1194-1213.
Islam, T., & Chandrasekaran, U. (2013). Halal marketing: growing the pie. International Journal of Management Research and Reviews, 3(12), 3938.
Jurattanasarn, A. (2012). The service design for Halal hotel under Halal tourism standard. Songkhla: Prince of Songkla University.
Kandampully, J., & Suhartanto, D., 2003. The role of customer satisfaction and image in gaining customer loyalty in the hotel industry. Journal of Hospitality & Leisure Marketing, 10(1-2), 3-25.
Khouharat, P. (2009). The consumption of sign and the role of communication among the BLYTHE players. Bangkok: Chulalongkorn University.
Kim, T. T., Kim, W. G., & Kim, H. B. (2009). The effects of perceived justice on recovery satisfaction, trust, word-of-mouth, and revisit intention in upscale hotels. Tourism management, 30(1), 51-62.
Kitapci, O., Akdogan, C., & Dortyol, I. T. (2014). The impact of service quality dimensions on patient satisfaction, repurchase intentions and word-of -mouth communication in the public healthcare industry. Procedia – Social and Behavioral Sciences, 148, 161-169.
Kline, R.B. (2010). Principles and Practice of Structural Equation Modeling. (3rd ed.). New York: Guilford Press.
Krabi Provincial Office. (2018). Krabi Provincial Development Plan 2018-2022.
Lake, L. (2015). Word of Mouth vs. Viral Marketing: What’s the Difference? Retrieved from http://marketing.about.com/od/marketingmethods/a/womvsviral.htm.
Liang, L. (2008).The determining factors of customer loyalty for luxury hotels in US. The Journal of International Management Studies, 3(2), 167-175.
Nikhashemi, S.R., Paim, L.H. & Khatibi, A. (2015). The Role of Brand Loyalty in Generating Positive Word of Mouth among Malaysian Hypermarket Customers. World Academy of Science, Engineering and Technology, International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, 9(5), pp.1610-1615.
Nikookar, G., Rahrovy, E., Razi, S., & Ghassemi, R. A. (2015). Investigating influential factors on word of mouth in service industries: the case of Iran airline company. Procedia–Social and Behavioral Sciences, 177(2) 217-222.
Pong, J. L. T., Yee, E. T. P. (2001). An integrated model of service loyalty. Academy of Business & Administrative Sciences, International conferences, Brussels, Belgium 23-25 July 2001.
Razzaque, M. A., & Chaudhry, S. N. (2013). Religiosity and Muslim consumers’ decision-making process in a non-Muslim society. Journal of Islamic Marketing, 4(2), 198-217.
Sahin, A., Zehir, C., & Kitapci, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia Social and Behavioral Sciences, 24, 1288-1301.
Salleh, N. Z. M., Hamid, A. B. A., Hashim, N. H., & Omain, S. Z. (2014). The Practice of Shariah-Compliant Hotel in Malaysia. International Journal of Trade, Economics and Finance, 5(1), 26.
Sandikci, O. (2011). Researching Islamic marketing: past and future perspectives. Journal of Islamic Marketing, 2(3), 246-258.
Samori, Z. & Rahman, F.A., (2013). Towards the formation of Shariah complaint hotel in Malaysia: An exploratory study on its opportunities and challenges. In WEI International Academic Conference Proceedings, Istanbul, Turkey.
Sarker, M.A.H., Aimin, W., & Begum, S. (2012). Investigating the Impact of Marketing Mix Elements on Tourists Satisfaction: An Empirical Study on East Lake. European journal of business and management, 4(7), 273-282.
Sinsathitporn, T. (2015). The influences of perceived value on trust, satisfaction, word of mouth and revisit of customer of the Bangkok Airways Public Company. Bangkok: Bangkok University.
Skogland, L., & Siguaw, J. A. (2004). Are you satisfied customers loyal.Cornell Hotel and Restaurant Administration Quarterly, 45(3), 221-234.
Stephenson, M. L., Russell, K. A., & Edgar, D. (2010). Islamic hospitality in the UAE: indigenization of products and human capital. Journal of Islamic Marketing, 1(1), 9-24.
Suki, N. M. (2014). Passenger satisfaction with airline service quality in Malaysia: A structural equation modeling approach. Research in Transportation Business & Management, 10, 26-32.
Suksamran, T., Nami, M. & Shoosanuk, A. (2016). The influence of price perceived values and emotional perceived values on trust, customer satisfaction, word-of-mouth and revisit of SF Cinema city in Bangkok. Journal of Graduate School of Commerce-Burapha Review, 11(1), 1-15.
Thao, P.P. (2014). The factors affect on customer repurchase intention toward domestic travel business in Vung Tau city. Doctoral dissertation, International University HCMC, Vietnam.
The central Islamic council of Thailand. (2015). Regulation of the central Islamic council of Thailand on Halal management 2015. Bangkok: The central Islamic council of Thailand.
Tian-Cole, S., Crompton, J.L,. & Willson, V.L.(2002). An empirical investigation of the relationships between service quality, satisfaction and behavioral intentions among visitors to a wildlife refuge. Journal of Leisure Research, 34(1), 1.
Uslu, A., Durmus, B., & Kolivar, B.K. (2013). Analyzing the brand equity of Turkish airlines services: comparing the Japanese and Turkish perspectives. The proceedings of 9th international strategic management conference. Procedia – Social and Behavioral sciences 99, 446-454.
Valta, K. S. (2013). Do relationship norms matter in consumer-brand relationships?. Journal of Business Research. 66, 98-104.
Yeh, Y., & Choi, S.M. (2011). MINI-lovers, maxi-mouths: An investigation of antecedents to eWOM intention among brand community members Journal of Marketing Communications, 17(3), 145-162.
Wapitak, M. (2015). The influences of perceived value and perceive quality on customer trust, satisfaction, word of mouth and revisit of the eyebrows permanent makeup business. Bangkok: Bangkok University.
Zailani, S., Omar, A., & Kopong, S. (2011). An Exploratory Study on the Factors Influencing the Non-Compliance to Halal among Hoteliers in Malaysia. International Business Management, 5(1), 1-12.
Zabkar, V., Brencic, M. M. & Dmitrovic, T. (2010). Modeling perceived quality, visitor satisfaction and behavioural intentions at the destination level. Tourism Management, 31(4), 537-546.
Zikmund, W.G., Babin, B.J., Carr, J.C., & Griffin, M. (2010). Business Research Methods. Ohio: South Western Cengage Learning.