• ISSN: 2301-3567
    • Frequency: Quarterly (2013-2014); Monthly (Since 2015)
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Chloe Wu
    • Abstracting/ Indexing: Engineering & Technology Library,  Electronic Journals Library, Ulrich's Periodicals Directory, MESLibrary, Google Scholar, Crossref, and ProQuest.
    • E-mail: joebm@ejournal.net
JOEBM 2016 Vol.4(4): 266-271 ISSN: 2301-3567
DOI: 10.18178/joebm.2016.4.4.402

Factors Affecting Band Equity of Online Travel Booking Service in Ho Chi Minh City - A Mediation Analysis of e-Word of Mouth

Mai Ngoc Khuong and Nguyen Hong Hanh
Abstract— 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.

Index Terms— 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: mnkhuong@hcmiu.edu.vn, hhanh.nguyen93@gmail.com).

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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.

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