1 Expectation Confirmation and eWom Literature Review Name: Institution: Date: Expectation Confirmation

Expectation Confirmation and eWom Literature Review

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Expectation Confirmation and eWom Literature Review

The expectation confirmation theory explains post-adoption or post-purchase satisfaction that is informed by an individual’s expectations. The initial expectation and satisfaction achieved from a good or service inform the buyer’s degree of utility associated with a commodity. An individual’s post-purchase or post-adoption decision is based on the degree of satisfaction achieved when using a commodity or experiencing a service. Electronic Word of Mouth is a negative of a positive statement from an actual, former, or potential customer and spread over the internet. Various studies have been done about Ewom and the expectation confirmation theory, which are essential to highlight.

Rosario et al. (2020) define electronic word of mouth as amplifying a message that affects the perception of the satisfaction obtained from purchasing a commodity. The communication is dual, based on the perception of the consumer and the promise created by the marketer to their audience. The exposure and evaluation of the message among various stakeholders affect the purchase decision among customers and the benefits achieved by the marketer regarding the sales generated from the communication engagements.

Sanchez et al. (2020) highlight electronic word of mouth as the communication initiated by competitors using the various electronic medium of communication. Twitter has been cited as the major engagement that highlights the power and influence of electronic word of mouth based on the wides pread of a message that can effectively influence purchase and post-purchase decisions. EWOM spillover has adverse effects, whereby various parties spread unreliable information, enhancing unethical product promotion engagements.

Hulland & Houston (2020) define electronic word of mouth as the creation, exposure, and evaluation of messages about the satisfaction that can be achieved from purchasing or experiencing a commodity. Consumers and marketers adopt a dual-lens approach to establish a common ground about the degree of satisfaction or value associated with a certain commodity used. The conceptual framework related to Ewom improves the degree of satisfaction achieved by customers based on the cumulative reviews from various parties about a commodity of interest.

Destination Image

Schwaighofer (2013) defines a tourist destination image as an emotionally complex process that is created in the mind of a tourist based on the knowledge and impression about the place they visit. Brand development of various destinations is cited to affect the degree of satisfaction achieved from a visit significantly. Rivals can win against others by developing their establishments and effectively campaigning through advertisements, building a great image of the destinations.

Cruz-Milan & Jimeno-Espadas (2018) review destination image as the product of multiple constructs that influence the perception of the essential aspects of a place. Destination image is described as a quantification of the degree of satisfaction achieved by a visitor to a particular place. Perceived word of mouth creates expectations about a place, which leads to a decision to visit. The ultimate satisfaction, however, is through the essential qualities associated with the destination of interest.

Khudaykulova et al. (2018) define destination image as the perception of a place based on post-visit, pre-visit, and various variables that create a continuum or perceptions about a place. The affective, cognitive and conative aspects of a place contribute to its perception among various parties, therefore enhancing the value attached to the place, which translates into a destination image in the long run. The greater the match between expectation and reality, the better the destination image score by an interested party.

Why the relationship between eWOM and Destination Image is Important?

Ismagilova et al. (2017) highlight the impact of ewom and its role in determining destination image. Market-level parameters are effectively described through ewom, which enables a target audience to understand the probable satisfaction of visiting a certain destination. Moreover, individual-level analysis allows stakeholders to know various clients’ needs, therefore informing the various destination image engagements. Exploring ewom enhances s better understanding of consumer behavior, which creates a basis for better engagements that build on the great destination image created.

Fink (2020) reviews the drivers of user engagements based on influencer branding. Influencer branding, in this case, is determined by ewom engagements majorly through Instagram. The description of a place and the prospective degree of satisfaction by a prospective client greatly contribute towards a better destination image. Instagram is an excellent use of ewom to enhance destination image because of the chance to show photos of the place and create a perception of the utility that a tourist will achieve. Therefore, a positive string relationship is created, enabling more clients to visit an establishment based on the promise created through ewom engagements.

Wang (2014) reviews the role of Electronic Word-of-Mouth on the visitation intention by tourists. The reviews generated by online users from various electronic platforms create an opinion about a place. Therefore, the satisfaction that can be achieved is seen by the target market of a tourism segment, therefore increasing the chances of a probable visit. The elaboration likelihood model and the theory of planned behavior are used to describe the opportunities of a tourist visiting a destination based on the reviews they see on various platforms. Thus, there is a positive influence from ewom on destination image.

Relationship between eWOM and Destination Image

Chen et al. (2019) review the influence of Ewom mechanisms on the perceived destination image among various parties. EWOM had a great role in describing the satisfaction that can be achieved from visiting a particular location. Thus, Ewom positively correlates with destination image because it creates a perception and expectation in an individual’s mind. The psychological role of ewom is essential in enhancing better destination image among various locations of interest by parties in a certain target market.

Marchiori et al. (2013) highlight the benefit of using ewom in tourists’ perception about a particular destination. Data from American and Swiss marketing organizations shows a positive correlation between ewom and destination image across various locations of interest. Many investments have channeled resources towards direct marketing engagements that improve the destination image perception, increasing the number of tourists visiting. Web marketing and eworm are responsible for persuading clients to various establishments, highlighting the strong positive correlation between ewom and destination image.

Katsoni (2021) reviews culture and marketing in a sustainable, globalized world, which highlights the role of ewom in creating a better image of various destinations. Ewom has been cited as having a significant role to play in creating a better perception about the satisfaction that will be achieved by a client when they visit a place. When there is actual satisfaction from visiting the location, a positive destination image will be created, which justifies the adoption of ewom in marketing engagements in tourism.

How eWOM and Destination Image Relate to Expectation Confirmation Theory

Nam et al. (2020) highlight the determinants of positive electronic word-of-mouth evaluations, closely associated with the expectation confirmation theory. The reliability of electronic word of mouth is based on the cumulative reviews of a certain destination by tourists. When many individuals have a positive review of a destination, there is a high chance of the locating having a positive effect on the degree of satisfaction achieved by the visitors. However, when more parties have a negative perception, there will be poor destination image, translating into poor reviews and a low rate of visitations. Smart tourism through sites like Trip Advisor improves the chances of destinations meeting the descriptions they promise clients.

Khudaykulova et al. (2019) review the change in destination image among various parties based on the information they are exposed to. Electronic word of mouth creates a perception in individuals, which is to be confirmed when they visit a certain tourist destination. The consistency between a description through electronic word of mouth and the state of a destination increases the chances of approval. However, when there is a mismatch between the description through electronic word of mouth and the experience by an individual, there will be a high chance of dissatisfaction. Electronic word of mouth increases the chances of confirming positive attributes of a destination.

Nam et al. (2020) study the disconfirmation, dissatisfaction, and distrust informed by electronic word of mouth. Electronic word of mouth is an essential source of information for consumers. However, there is a risk of having a mismatch based on the difference in tastes and preferences among individuals. Therefore, the expectation confirmation model is used to highlight the distrust between clients and a website advertising a destination. The destination image may not be similar to what the website described, which increases the chances of dissatisfaction. The products are reviewed online, which reduces the chances of a mismatch between what is promised and the ultimate satisfaction of a customer.

Prosocial Behavior

Klein (2017) defines prosocial behavior as an individual’s tendency to meet societal needs based on the need to benefit others. The need to enhance self-worth informs an individual’s undertakings to help others achieve particular milestones. Individuals who engage in more prosocial behavior activities achieve more satisfaction, which increases the tendency of their selfless deeds.

Raposa et al. (2016) study prosocial behavior based on the definition as the engagements meant to improve the general welfare of other people in a society. The need to mitigate various adverse effects in a society informs the need for people to engage in more prosocial behaviors, enhancing better outcomes in the community. A reduction in the stress levels among individuals is a significant motivator for individuals to practice prosocial behaviors. The adverse effects of stress in life are greatly limited based on prosocial behavioral tendencies.

Thielmann et al. (2020) highlight prosocial behavior as the tendency of individuals to use social interactions to induce positive effects on an individual. The links that are established among the individuals are the essential aspects that enhance better satisfaction through coordination. A better understanding of human prosociality is enhanced through prosocial behavior because of the critical networking benefits which are achieved.

Why and How prosocial behavior moderate the relationship between eWOM and Destination Image

Tung (2019) reviews the role of prosocial behaviors in eliminating stereotypes, hence increasing the effectiveness of electronic word of mouth. The collaboration among various parties enhances the spread of credible information, enabling tourists to make informed destinations about the best travel destinations. Without prosocial behavior, the tourists would suffer from misinformation, therefore distorting the destination image of various destinations. However, there is better information conveyance through prosocial behavior, which helps the tourists get the best satisfaction from their travels.

White et al. (2016) review the engagements that enable consumers to avoid imperfections in decision making. Electronic word of mouth is susceptible to misinformation, which reduces the satisfaction of various parties in the long run. However, through prosocial behavior, credible information is spread, which increases the chances of a client getting the best review for service. In the long run, customers avoid imperfections based on assistance by fellow consumers who correctly review services received.

De Bellis et al. (2019) analyze the role of customizing customer experience based on the benefits of collaboration among reviewers. Electronic word of mouth is used as the basis for mass customization of the quality of services received. The customization increases the chance of the destination image accurately matching the description on various websites and social media sites. Information processing is therefore accurate, enhancing more satisfaction among the clients served by an organization. The mass customization to match the desired destination image is made possible through collaboration among multiple parties.

Tung et al. (2020) highlight tourist stereotypes’ positive and negative aspects, majorly shaped by the electronic word of mouth. The positive aspect is enhanced by collaboration among various stakeholders, which enhances an accurate description of the type of services that will be offered. The description accurately matches the destination image, therefore increasing the chances of satisfying a tourist’s needs. Prosocial behavior is at the center of the engagements because of the need to enhance satisfaction among more clients served.

Tung (2019) writes about the role of prosocial behavior in helping tourists get the best satisfaction from a destination. The destination might be a great place; however, the inconveniences faced by an individual might distort its image. Therefore, individuals use prosocial behavior to help tourists achieve the best degree of satisfaction, which improves the perception of a destination.

Jang et al. (2021) review the effect of quality cues on demand for help from peers at tourist destinations. Peers help one another enhance better satisfaction from the services received by tourists at their destinations. The help among tourists boosts the perception of the destination, enhancing a better destination image in the long run.

Why and How prosocial behavior moderate the relationship between Destination Image and Ecotourist Experience

Jin et al. (2020) highlight the role of goal-oriented behavior on attachment to a particular place. The prosocial aspects among individuals make a place more desirable for a tourist, which increases the satisfaction achieved. The ecotourism experience gained by a tourist greatly relies on the prosocial behavior among the hosts, which enhances the destination image perception.

Beall et al. (2021) investigate the drivers of ecotourism, whereby values among individuals have a significant role to play. The values among the people at a destination determine the satisfaction achieved by an individual. Individuals’ tourism experiences are influenced by the interactions at the destination, which contribute to the value proposition associated with the place. The prosocial behavior influences the perception of the satisfactions achieved, which informs better practices by the hosts.

Lee et al. (2021) review the influence analysis on the interpretation of the ecotourism satisfactions which individuals achieve. The learning experiences enhanced by prosocial behavior play an essential role in the image destination that results from tourism. Reflective engagement among individuals increases the satisfaction achieved through tourism engagements. Thus, the resulting destination image is based on the collaboration among individuals to increase the satisfaction gained by the tourists.

Lee et al. (2015) highlight the role of the recreation experiences on the perception by tourists about a destination. Environmentally friendly engagements increase the degree of satisfaction achieved among tourists because of the appeal it enhances. Environmental friendliness is based on prosocial behavior, where individuals collaborate to engage in environmentally friendly practices. The practices improve the appeal associated with a destination, enhancing a better destination image.

Zhang et al. (2020) highlight the role of prosocial behavior by residents on destination image and cultural perception. The need to enhance a better destination image informs individuals to engage in prosocial behavior that increases the appeal of a destination. The resulting ecotourism experience is excellent, which is informed by the need of the people to achieve better satisfaction among the visitors. The residents are essential participants in tourism, where a better ecotourism experience is achieved through their prosocial behavior.

Seo et al. (2019) highlight the contribution of prosocial behavior to the expectation confirmation theory. Prosocial behavior aims to ensure individuals get the best quality of services that will enhance their satisfaction in the destination they visit. Expectation confirmation is enhanced through the local community’s services guarantee the tourists to ensure they enjoy the destination of their choice. The services the tourists receive despite the homelessness situation at a destination increase their attachment to their people. The high degree of satisfaction enables the tourists to visit the destination later because of the satisfaction they expect. Thus, prosocial behavior is highlighted to have a positive contribution to the visitation by tourists at a certain location.

Gherghel et al. (2020) highlight the effect of motivation, culture, and mortality of prosocial behavior on positive effects. Expectation confirmation theory is based on the satisfaction achieved by an individual when they experience a service or purchase a product. Prosocial behavior enables an individual to help others achieve the best degree of satisfaction from their purchase behavior. The information that a person is furnished with helps them make informed decisions about the purchase and post-purchase behavior they adopt. The primary motive of prosocial behavior is enhancing better outcomes through the aid of a third party. Therefore, the third party enhances the expectation conformation theory by giving the right information about a service, which enhances certainty about its quality.

Conclusion

Electronic word of mouth is an essential engagement in tourism because of the descriptive aspects that it enhances. The communication based on lectronic word of mouth enhances the expression of the degree of satisfaction individuals can achieve by visiting a destination. However, there is the risk of the descriptions not matching with an individual’s expectations. Thus, the expectation confirmation theory introduces, whereby an individual’s post-purchase and adoption decisions are explained effectively. The higher the level of satisfaction an individual achieves, the higher the chances of adopting a particular service product. The role of prosocial behavior in enhancing client satisfaction is also highlighted, essential for tourist satisfaction. The various issues have an essential role to play in enhancing satisfaction among tourists at a particular destination.

References

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