Factors affecting brand equity of online travel booking service in Ho Chi Minh city - A mediation analysis of e-word of mouth
Abstract
This study was conducted to identify the casual relationship between e-WOM and
brand equity of online travel booking service. In addition, it also examines the impact
of four factors (customer‘s satisfaction, perceived value, trust, customer‘s loyalty) and
the factor of e-WOM on brand equity. As a result, the empirical information found
this dissertation provides a general view about the assessment of customer about
brand equity of online travel booking service so as to make appropriate assessments
and effective improvement.
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 hypothesis. As a result, customer‘s satisfaction, perceived value,
trust have a significance and positive effect on e-WOM and brand equity. Therefore,
tourism companies should pay attention to the essential roles of these factors in order
to take adjustment and enhance their brand image to attract more potential people in
the near future.
Keywords: customer‘s satisfaction, perceived value, trust, customer‘s loyalty, eWOM, brand equity