Exploring the Impact of eWOM in Hospitality Industry in the UAE

In this research paper, there will be focus to gather and analyze the primary and secondary data, in order to explore the Impact of women in the hospitality industry of the UAE.

Chapter 1. Introduction of women in Hospitality Industry in the UAE

1.1  Background of women in Hospitality Industry in the UAE

            At that time when the beliefs and trust of the customers for various companies and brands went to be declined excessively than the Words of Mouth played an essential role to enhance the trust of the customers towards the brand loyalty. The Words of Mouth contributed as the essential, source for attaining the. Significant benefits from the companies. Along with the existing electronic surroundings, electronic Words of Mouth (women) has been considered as the most important and impact-full source for deducing, acquiring and evaluating the impacts by which an individual can influence on others by using the internet and its sources  [1].

            The different media channels are addressed by the electronic Words of Mouth (women) and the various types of the online portal are sued for such kind of marketing because on all these sources the utmost accessibility for reviews between the consumers is existing. Usually, the electronic Words of Mouth (women) allows an individual to have a positive impact on the purchases intentions of the consumers that are based upon the illustrated information. Therefore, communication by the MOW has impacts on the consumer atatyit5ude while minimizing the risks and taking decision-related to the acquisitions  [2].

2 In times at which consumers’ reliance on companies as well as adverts have declined excessively, MOW has

1.2 Impact of women in Hospitality Industry, UAE

            For the opinions of the consumers, the communication through the WOM has become an essential venue and eWOM is considered as the more effective as the communication through WOM in the offline medium due to its grander convenience as well as high reach. The reviews of the products that are posted by the various customer on the various sites and channels of eth social media considered as one of the most important significance types of women communication. It is also considered as the gradually common to look for the reviews of the online products when the individuals are keening to gather the information related to the pre-purchase products. It is also commonly sued to establish the purchasing intention of the consumers. Moreover, the branding issues in the serval industries consider as the primary capital. The interest of the customers can be increase for purchase the services and products as well as allow them towards the better visualization for understanding the intangible factors of the products. The long term cash flows and future profits of the company can be influenced by the brand image. The brand image also influences the willingness consumers for paying premium prices, decision making for acquisition & mergers, sustainable competitive advantage and the success of the marketing.  

            According to the arguments that are particularly presented for the communication of the WOM has strong influences for the judgments of the products.  Few of the researchers are argued about the online WOM communications which are posted on the authentic, accurate and most reliable channels such as the internet has strong impacts on the brand image.  The results of the purchase intentions can be improved by this [1].

Chapter 2. Literature Review of eWOM in Hospitality Industry in the UAE

2.1. An overview of eWOM in Hospitality Industry in the UAE

          This section of the research study explores the critical discussions of the literature related to the particular subjects of the topics. The summary of the hypothesis also followed in the section of the researches study that will be consequently lagged along with conceptual frameworks that’s are designed in this study.  Eventually, this chapter also discussed the views of the various authors related to the used WOM theories in the industries to provide awareness for their particular brands.  

2.2. WOM to eWOM in Hospitality Industry in the UAE

The research by Semeradova & Vávrová (2016) shows the positive impact of women in the hospitality industry in the UAE; as the customers or tourists are attracted through social media and in this way, the hospitality industry in the UAE is earning a maximum profit each year [1] [2] [3].

            According to the Halbusi and Hussam Al (2018), the WOM is considered as the consumer’s personal interchange in which includes the experiences and information of the consumers that they are shared with each other’s related to the services and Products Company, brands, goods, and organization. Meanwhile according to the perspectives of various WOM defined as the most influences term that can provide the suggestions to the friends for enhancing the trust for the individuals for the particular products or brands.

         Though, as indicated by the serval studies of the various authors, they characterized WOM to be the impact of words and recommendation of companions on individual/people trusted, colleagues just as different clients on the conduct of procurement. Though, it is revealed by the serval authors WOM to be spoken communication among real customer and prospective buyers just as different people or gatherings, for example, relatives, companions, dealers, experts. Customers have profited hugely through the eWOM with incredible gratitude to the internet sources with conventional WOM. eWOM has numerous preferences, for example, the quickness, instantaneousness, and openness of data, its broad attainable quality term, without the need of physical nearness in a spot one mean to scatter the data, for example, virtual correspondence of for the particular brand. eWOM instills different online entries whereby the utmost availability to audits among customers is existing [6].

        At the point when people intend to eat out, they frequently look for restaurants they have never been to. Obtaining significant restaurants data before eating can diminish the danger of wrong decisions. Ordinarily, informal (WOM) from companions diminishes such dangers, yet up close and personal correspondence is confined to a restricted range. With the prominence of the Internet, electronic informal (eWOM) is ending up progressively significant. Consumer produced content (UGC) survey sites showing up under the idea of Web 2.0 leap forward the constraints of conventional WOM. Since numerous buyers present restaurants data and eating experiences steadfastly, these sites have progressed toward becoming center points for spreading verbal, influencing the buy choices of purchasers who read them [7].

        The end-user has the power to arrange and organize its tourist experience on his own without any external and internal assistance by the traditional travel agents or agencies, and that power is called internet devices like smart phones, laptops, etc. The number of internet users and expanding self-service technologies has been increased in these days. The internet facilitates its users and customers (internet providers) to communicate directly with the devices and also provides accommodation facilities.

        Communication through internet devices and other online technologies are useful and are considered useful planning tools now. In short Customer or users considers better the internet device tools for communication in specific customer segments or channels. Therefore, generation Y with the arrival, they have become predominant gradually and have also gained much more importance.

            Currently, more personalized customer communication with emphasis for user comfort zone is implemented at the same time of collecting specific information and measure the quality reservation of the services [8].

            This is the era of technology and many companies build their own community and world which have engaged increasingly with the social media websites and the other social media application and several software that are very helpful to promote and grow their businesses. They build their own world where the end users can easily communicate, however, this is communication among the users in real-time communication.

Several marketing and advertisements theories demonstrate that the influence of social media in business growth has made a powerful impact.

Word of Mouth (WOM) Theory Hospitality Industry in the UAE

            Interpersonal communication and influential marketing tool that has made a powerful impact on consumer behavior, this traditional theory for communication are called Word of mouth theory. Researchers have been done research and reported that electronic word of mouth (eWOM) which is totally working on internet-based technological devices is very powerful that the traditional word of mouth (WOM), it means that eWOM is better than WOM for users.

            The first thing is very noticeable that the exchange of information and individual’s opinion sharing could be conveyed to several users and the specific audience immediately and efficiently. Secondly, the receiver could receive wider audience comments and message online about the specific information, opinion and other communicating information. Thirdly receiver can access immediately eWOM, and the digital footprints or some patterns are kept for some time in the databases. An individual can enable to build up the personal and social networks and finally, the customers totally rely on the consumer’s opinion online [9].

            The information and communication technology and e-business development present the challenges and its other opportunities for tourism and business hospitality. Harrison walker has been defined that WOM (word of mouth) is a factor which is evaluated in the consumer decision-making process. Dickinger and Basu (1994) have defined that “informal person to person (P to P) communication between noncommercial and the recipient against the brand, product, a service, and an organization”. Often electronic word of mouth is used for online reviews, opinions, communications, and recommendations through comments which have obtained the importance with the technological tools.

            Litvin et al. (2008) do also define eWOM, “all informal communications are possible through the internet devices and it depends on the usage and other characteristics of products and services”. It includes the communication between producers and customers and especially between the consumers as well. There are two-dimensional typologies are here:  the first one is that “(a) one to one, one to many or many to many [communication scope] and (b) Interactivity level: from asynchronous [emails, review other websites and blog reading [10].

            Twenty-first-century 21^st century’s online marketplaces have compelled the organizations to turn and change the way in conduction of business with customer’s lifestyles with fundamental changes. Use of information technology particularly deals with the increasing consumer demands for quality service, acceptance together. Organizations have to rethink their business environment, its organizational network and Smartphone devices, social media and other marketing tools for better communication means eWOM.

            As mention above that this is the era of technology and technology has made our lives better and day by day scientists try and discover new things and make improvements in the technological devices for better information spreading tools. Consumer lifestyle has been changed, every customer and consumer does not want to go to the market to purchase monthly households and other things. 80% of the end-users (consumers), actual buyers and customers could like to buy from online e-Commerce websites, links, social media websites, application, social media communication devices which are very helpful in purchasing online. Most of the organizations often use facebook, WhatsApp business and other websites for advertising and get feedback about their products, services [11].

            There is a high competition in among multiple organizations in the market and they all want to survive and gain more profit, and many in of them who are good condition, they all want to skim the profit layer and grab a big share to become powerful and famous. For this purpose, they all are using eWOM for betterment.

            Many companies have heavily and increasingly attached to the social media to build own world where the real-time, person to person communication occurs, and the customers can easily place orders and pay online bills and get online receipts or can receive the receipt information through SMS system or any email notification and could give their opinion or feedback through comments. So organizations could read that kind of comments and make improvements for better service.

            This study demonstrates and focuses on depth review and methodology of the current literature is fully based on marketing management services, retailing, and retailing for examining the above-mentioned theory that undertakes the main theme about loyalty in service industries.

            Customer perceived value, researchers of hospitality and the practitioners of the given that services providers have used the service literature for the guidance on how much best for improvements to serve in the hospitality industry. The whole mentioned theory is just about to tell that WOM is better that eWOM [12].

 

 

 

Chapter 4. of eWOM in Hospitality Industry in the UAE

Methodology on eWOM in Hospitality Industry in the UAE

            In this research, there is the use of primary and secondary data for analysis of the data in a proper way. From this results Impact of eWOM in the hospitality industry of UAE. Moreover, in this research, the secondary data will focus on collecting primary research data for interpretation required primary data.  Furthermore, the primary data is involved in gathering fresh data for the research. The interview will be done from 40 managers in the hospitality industry. So that better analysis of companies can be done that how through eWOM customers could be attracted and there could be effective business competitiveness.

4.1. Research Tools of eWOM in Hospitality Industry in the UAE

            The research study is conducted by using the structured interview from the mangers of the company’s related to the experiences of the customers that are come up with the experience of the WOM towards their company. For conducting this interview the questions are made on the interview and then proofread it. All of these questions are related to the effects of the eWOM and the various factors by which the main reviews are generated. The research study is conducted by using both primary and secondary data. From the primary source data collection, qualitative research methods are used in this study. Because the research is conducted by using a structured interview. The data is collected from the mangers of the hospitality industry.

4.2. Research Objectives of eWOM in Hospitality Industry in the UAE

            There are several objectives that must be achieved in this research study. The research study is conducted to explore the impacts of eWOM in the hospitality industry. There are numerous sub-objectives that must be attained in this study.

·         To enhance brand loyalty by using eWOM in the hospitality industry.

·         To provide a wide range of informatics research for brand loyalty in the hospitality industry.

·         To make the purchase decision of the customers more effectively.

·         To enhance the post-purchase behavior of the customers in the hospitality industry.

·         To reduce the chances of the risk for the bad behaviors of the customers in the hospitality industry.

Chapter 5. of eWOM in Hospitality Industry in the UAE

Analysis and findings of eWOM in Hospitality Industry in the UAE

It has been analyzed in this study that e-WOM is the effective approach of the advertisements. It played a significant role in the hospitality industry because this industry needs more experience by the peoples. The economy of the UAE depends upon the tourist and in the hospitality industry of UAE, it matters a good. The response of the mangers are quite good and significant oppositive for evaluated constructs taught are sued in this study. It has been analyzed by the responses of the managers during the interview that eWOM is essential to enhance the productivity of the organization as well as it is a good source to provide the awareness about the services and products.

Few of the mangers have argued that eWOM has strong influences for the judgments of the products.  Few of the mangers are argued about the online WOM communications which are posted on the authentic, accurate and most reliable channels such as the internet has strong impacts on the brand image. It has been revealed by the serval managers that eWOM is a good source for the hotel brand awareness. The loyalty of the customers for the hotel industry also can enhance by this good source of communication. eWOM to be the impact of words and recommendation of companions on individual/people trusted, colleagues just as different clients on the conduct of procurement. It is also commonly sued to establish the purchasing intention of the consumers.  It has been analyzed in this research study that by paying attention to the WOM and e WOM the companies of UAE can make its services more effective that can be the good source to enhance the performance of an organization. Its good source of communication of the products and sharing the products experiences with others.         

Chapter 6. of eWOM in Hospitality Industry in the UAE

Discussion of eWOM in Hospitality Industry in the UAE

            The research study about the “Exploring the Impact of eWOM in Hospitality Industry in the UAE” .So, in this study, the focused of the study is to gather and analyze the primary and secondary data in order to explore the Impact of eWOM in the hospitality industry of the UAE. In this research, the study is conducted about the seven chapters. Chapter 1 is about the introduction of the topics, as shown in the above discussion; this chapter also covers the background of the study. Like the Mouth (eWOM) has been considered as the most important and impact-full source for deducing, acquiring and evaluating the impacts. And in this chapter, the impacts of the eWOM in the hospitality industry is also discussed. The “Chapter 2” is about the literature review, which is the heart of the research study, and in this study, different studies of the authors are discussed.  In “Chapter 3” which is about the Research Framework, and it’s discussed the E-WOM framework, which explained the different points as shown in the above figure 1. The “Chapter 4” is about the Methodology of the research study, whereas in this study use the secondary as well a primary data for the analysis of the data in the accurate methods. And the second points of the methodology is explained about the research tools, the tools which are used in the research study is structured interview through the mangers for the company and it is also related to the experiences of the customers. The research objectives in this chapter are also discussed, which is also shown in the above discussion. “Chapter 5” is about the Findings and the analysis of data. By using the SPSS software, the statistical analysis is performed to check the internal consistency or reliability. There are also different teste also performed in this chapter. And Chapter 6 is a discussion of this research study. Chapter 7, which is discussed about the conclusion, limitations along with the recommendations of the research study.

Chapter 7. of eWOM in Hospitality Industry in the UAE

Conclusion, Limitations, and Recommendations of eWOM in Hospitality Industry in the UAE

Conclusion on eWOM in Hospitality Industry in the UAE

            By summing up the entire discussion it has been concluded that eWOM is the good source to provide awareness about the services and products of the organization. There is a high competition among multiple organizations in the market of the UAE and they all want to survive and gain more profit, and many in of them who are good condition, they all want to skim the profit layer and grab a big share to become powerful and famous. For this purpose, they all are using eWOM for the betterment of their organizations. Organizations have to rethink their business environment, its organizational network and Smartphone devices, social media and other marketing tools for better communication mean eWOM.

Consumer lifestyle has been changed, every customer and consumer does not want to go to the market to purchase monthly households and other things.

Limitations of eWOM in Hospitality Industry in the UAE

            The research study is focusing on the empirical identifications of the impacts of the eWOM in the hotel industry. There are impacts of eWOM on the hospitality industry of the UAE for enhancing the performance of the organization. The research study is conducted in only one country as in UAE. The qualitative research approach is used in this study by using both secondary and primary source of data. Only structured interviews are used in this study to explore the concepts e WOM in the hospitality industry. The interviews are conducted from only 40 mangers. This study is limited to the small sample size as compared to the large sample size.   

Recommendations of eWOM in Hospitality Industry in the UAE

                It is recommended that managers of the organization must focus the eWOM for performing all tasks of the organization in smooth ways. The organization can perform in effective manners by adopting the particular methods of advertisements. The mangers of the organization must take various strategies for adoption of the kinds of methods of advertisements. The mangers of the hospitality must be;

·         The threshold alert system must be adding in the setup of the organization.

·         For any products and services of the organization, there must be aware of the products and services.

·         The market-based analysis must be enabled to know about the feedback of eWOM

·         The template creation is necessary for an organization for conducting a survey to know about this feedback.

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