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Browsing by Author "Assaker, Guy"

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  • Examining the antecedents and effects of hotel corporate reputation on customers’ loyalty and citizenship behavior: an integrated framework
    Publication . O’Connor, Peter; Assaker, Guy
    This study combined service quality (SQ), corporate social responsibility (CSR), satisfaction, and trust as antecedents of corporate reputation (CR) to examine how these constructs concurrently influence a hotel's corporate reputation and subsequently customer loyalty and citizenship behavior using data collected in May 2021 on 222 US leisure travelers who stayed at mid- to upscale hotels over the previous two years. Using structural equation modeling (SEM), results revealed that while CSR positively influences a hotel's CR both directly and indirectly (through satisfaction and trust), SQ only exerts an indirect influence (again through satisfaction and trust) on a hotel's CR. Furthermore, CR has a positive influence not only on customer loyalty but also citizenship behavior. These results contribute to our understanding of the antecedents and consequences of hotel corporate reputation (CR), and help further demystify relationships among the tested variables, providing both theoretical and practical implications.
    2022Journal article Restricted access Show more
  • Using partial least squares structural equation modeling in tourism research: A review of past research and recommendations for future applications
    Publication . do Valle, Patricia Oom; Assaker, Guy
    Although the number of empirical applications of partial least-squares structural equation modeling (PLS-SEM) in tourism has increased in the last two years, Assaker, Huang, and Hallak have conducted the only assessment on the use of PLS-SEM in four studies and with a limited number of criteria. Thus, this study aims to critically analyze how the PLS-SEM method has been applied in 44 articles published in 11 leading tourism journals from 2000 to 2014 in terms of four key criteria: (1) themes explored and main motivations for using PLS-SEM; (2) characteristics of proposed models; (3) how the models were evaluated; and (4) the use of more advanced analyses within the method. The findings revealed that although applications in tourism have improved in recent years, problematic aspects in the application of PLS-SEM in tourism research still exist. The article provides suggestions on how to improve the use of PLS-SEM in future tourism applications.
    2016-07Journal article Restricted access Show more