— The purpose of this research was to examine empirically the casual relationships among customer’s satisfaction, perceived value, trust, customer’s loyalty, e-WOM and brand equity of online travel booking service in Ho Chi Minh City, Vietnam. The research conceptual framework and hypotheses were constructed, based on previous theoretical and empirical studies. A survey was conducted with 327 respondents to collect primary data. Multiple regression and Path analysis were used to test the research hypotheses. As a result, customer’s satisfaction, perceived value, trust and customer’s loyalty had a significance and positive effect on e-WOM and brand equity. Furthermore, the results showed that trust indirectly affected brand equity through e-WOM. Therefore, business organizations working in the tourism sector should pay attention to the essential roles of these factors to understand and respond to customer’s demands and expectations when they make a booking for their travel to Vietnam.
— Customer’s satisfaction, perceived value, trust, customer’s loyalty, E-WOM, brand equity.
Mai Ngoc Khuong and Nguyen Hong Hanh are with the School of Business, International University – VNU-HCM, Vietnam (e-mail: email@example.com, firstname.lastname@example.org).
Cite: Mai Ngoc Khuong and Nguyen Hong Hanh, " Factors Affecting Band Equity of Online Travel Booking Service in Ho Chi Minh City - A Mediation Analysis of e-Word of Mouth," Journal of Economics, Business and Management vol. 4, no. 4, pp. 266-271, 2016.