期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2018
卷号：8
期号：15
页码：82-94
DOI：10.6007/IJARBSS/v8-i15/5094
语种：English
出版社：Human Resource Management Academic Research Society
摘要：Although there is a considerable literature on word of mouth within the online brand community context, limited empirical work has examined the topic from the relationship marketing theoretical lens. The main purpose of this study is to conceptualize the relationships among perceived relationship benefit, relationship quality and word of mouth engagement in the hospitality brand online community context. This study proposes all of the three constructs are modeled as higher-order constructs that are reflected by a multitude first-order factor. Grounded on cognitive-affective-conative theory, this study intends to examine the mediating role of relationship quality on the effect between perceived relationship benefit and word of mouth engagement. This study conjectures the development of relationship quality is critical towards bridging perceived relationship benefit and word of mouth engagement. A quantitative research approach is proposed as the most suitable research paradigm to answer the research questions and hypotheses. Theoretically, this study intends to extend the application of the hierarchical component model in examining the member-brand relationship in an online brand community context. All latent constructs employed in the study are conceptualized as the higher-order component model. From a managerial standpoint, the findings may provide hospitality brand marketers with deeper insight into developing a relationship marketing strategy within the online brand community landscape.
