Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
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This Author published in this journals
All Journal International Journal of Applied Business and International Management
Wisker, Zazli Lily
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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How Brand Vibes, Stellar Service, and Prime Location Fuel WOM (Word of Mouth) and Drive Bookings in the Hotel Industry San Diego, Di-An Guevarra; Wisker, Zazli Lily
International Journal of Applied Business and International Management Vol 9, No 3 (2024): December 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v9i3.3599

Abstract

This study aims to examine the effects of brand image, perceived value, customer service, and hotel location on word of mouth (WOM) among hotel customers. Additionally, it posits that purchase intention mediates the relationship between the independent variables. Primary quantitative data were collected through an online survey using the SurveyMonkey platform, with established scales measuring the variables under study. A total of 110 participants responded to the survey. Data were analyzed using multiple regression and the Macro PROCESS Model 4. The findings demonstrate that brand image, perceived value, and services emerged as critical factors influencing WOM. However, location does not seem to affect WOM and purchase intention. This indicates that customers are more inclined to book a hotel room and recommend it to others when they perceive high value in the services offered, even though the location is unfavorable. Excellent customer service enhances the overall guest experience, leading to higher satisfaction and an increased likelihood of recommending the hotel to others.
The Effects of Environmental Orientation on Firm Performance and a Mediating Role of Employee-Based Brand Equity: A Comparative study Wisker, Zazli Lily; Kwiatek, Piotr
International Journal of Applied Business and International Management Vol 3, No 2 (2018): December 2018
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v3i2.157

Abstract

The studies striving to investigate the interrelationships between environmental orientation-company’s performance, and its mediator constructs remain fragmented. This study provides insights to illuminate the process through which environmental orientation transfers into business results. It proposes hypotheses based on Social Identity Theory and the Theory of Reasoned Action and empirically test it in a comparative, cross-cultural study. The findings observe that employee-specific idiosyncrasies influence business performance through employee-based brand equity. Thus, the study suggests an increased role for management-induced practices to effectively transform brand values into a higher level of employee engagement and better business results.
Co-Authors Kwiatek, Piotr San Diego, Di-An Guevarra