Assignment about EWOM in the Hospitality Industries

EWOM in the
Hospitality Industries

The Team
Mohamad Issa
1006234
MARNAN AL NAJAR
1036950
Fatema Mohammed
1073300
Akram Younis
1024392
Owais Al Dayeh
1075015

Agenda Brief understanding of word of mouth and Hospitality survey
details.
Introduction01
Background and Impacts of Electronic word of mouth.
Theoretical Background02
Representation of Hospitality survey results.
Data Table03
Report Conclusion
Conclusion05
Achieved results are evaluated.
Discussion of Results04

Introduction

1
Timeline Style
Word of
mouth is a
strategy used
in marketing.
It has proved
to be
successful for
most of the
organizations.
Word of
mouth
is a reflection
of customers’
experience.
In the social
media addicted
world, nearly
62 percent of
consumers
consult the
online review &
information
prior to any
purchase or
service.
4.3.2.
Word of
mouth
requires
people's
interest to get
involved in
talking about
it.

Hospitality Survey Details
Selection of Hotels Data Collection
& survey
Data
analysis
Result
Evaluation
4.
Results are evaluated
using p-value and
statistical significance
1.
The top hotels of UAE
are investigated.
 Numerical data is collected from the local hotels (5-star or more) to assess eWoM indicators in the hospitality industry of
UAE.
 The five hotels considered hotels are:
 Intercontinental Abu Dhabi
 Fairmont Bab Al Bahr
 Khalidya Palace Rahyann by Rotana
 Anantara Mangroves
 The St. Regis Abu Dhabi
2.
Data collection from
local hotels and the
survey sample size is
50 individuals.
Determining
Conclusion
3.
Data analysis is
performed using
correlation, regression
and ANNOVA methods.
5.
Concluding the results
of the survey.

Theoretical Background

Identified Facts
1
2
3
4
 For any business to flourish knowledge management (KM) is required.
 Follow the indicators of successful KM initiatives.
You can simply impress your audience and add a unique zing and
appeal to your Presentations.
Content Here
4
5  The TripAdvisor has a relationship between the total reviews and comparative ranking given to the hotel.
 Thus, the positive and negative results have direct impact on the number of reviews on a hotel’s
TripAdvisor rating.
 The elasticity of eWoM is extremely higher for the reviews posted by the
TripAdvisor.
 E-WOM, E-WOM variables, brand image, customer trust and customer satisfaction have high influence
on the intention to buy the service.
 The primary aspects noticed in hotels/restaurants include-Quality of food and their service, which leave
good/bad impact on the customers and allow the WOM to take place.
 Cost and atmosphere have no impact for creating word of mouth.

Data Table

Data Table
The data table for eWoM in Hospitality survey is represented below.

Data Table
Data and Reliability is represented below.
. Business Rules and Responsibilities
BR1 BR2 BR3 BR4 BR5 BR6 BR7 Sum
3 5 5 4 4 4 5 30
4 5 5 4 4 4 5 31
4 5 5 5 5 4 5 33
4 3 4 5 3 3 3 25
5 5 4 4 4 5 4 31
5 5 4 4 4 5 4 31
5 5 4 4 4 5 3 30
5 5 5 5 4 5 3 32
3 4 5 3 3 3 2 23
3 3 2 5 3 3 3 22
4 3 2 4 2 5 3 23
5 4 4 4 5 4 3 29
5 4 4 4 5 4 4 30
5 4 4 4 5 3 3 28
3 4 3 3 4 4 5 26
3 2 4 4 5 5 4 27
4 3 3 3 4 2 3 22
3 2 4 4 5 5 3 26
4 3 4 3 3 4 4 25
4 3 2 4 4 5 5 27
4 4 3 3 3 4 2 23
5 3 2 4 4 5 5 28
4 5 4 5 4 5 5 32
3 5 4 4 3 4 4 27
3 5 5 4 4 4 5 30
4 5 5 4 4 4 5 31
4 5 5 5 5 4 5 33
4 3 4 5 3 3 3 25
5 5 4 4 4 5 4 31
5 5 4 4 4 5 4 31
5 5 4 4 4 5 3 30
3 4 3 3 4 4 5 26
4 3 3 3 4 2 3 22
3 2 4 4 5 5 3 26
4 3 4 3 3 4 4 25
4 3 2 4 4 5 5 27
4 4 3 3 3 4 2 23
5 3 2 4 4 5 5 28
4 5 4 5 4 5 5 32
3 5 4 4 3 4 4 27
3 3 2 5 3 3 3 22
4 3 2 4 2 5 3 23
5 4 4 4 5 4 3 29
5 4 4 4 5 4 4 30
5 4 4 4 5 3 3 28
3 4 3 3 4 4 5 26
3 2 4 4 5 5 4 27
4 3 3 3 4 2 3 22
3 2 4 4 5 5 3 26
4 3 3 3 4 2 3 22

Data Table
Finance and Cost
Finance and costs
FC1 FC2 FC3 FC4 FC5 FC6 Sum
2 5 3 4 5 4 23
3 5 3 5 3 4 23
5 4 4 2 1 3 19
5 4 1 4 1 3 18
3 4 4 3 4 4 22
3 4 4 3 5 4 23
5 5 4 4 5 4 27
5 5 3 4 5 5 27
4 5 3 5 3 2 22
2 4 4 2 1 4 17
3 4 1 4 1 4 17
3 3 5 4 4 5 24
4 2 5 3 4 5 23
5 3 5 3 5 3 24
4 5 4 4 2 1 20
4 5 4 1 4 1 19
3 3 4 4 3 4 21
3 3 4 4 3 5 22
5 5 4 3 4 5 26
5 5 4 4 5 5 28
5 5 3 4 5 3 25
4 5 3 5 3 3 23
2 4 4 2 1 4 17
3 4 1 4 1 5 18
3 4 4 3 5 4 23
5 5 4 4 5 4 27
5 5 3 4 5 5 27
4 5 3 5 3 2 22
2 4 4 2 1 4 17
3 4 1 4 1 4 17
3 3 5 4 4 5 24
4 2 5 3 4 5 23
5 3 5 3 5 3 24
3 3 4 4 3 4 21
3 3 4 4 3 5 22
5 5 4 3 4 5 26
5 5 4 4 5 5 28
5 5 3 4 5 3 25
4 5 3 5 3 3 23
5 5 4 4 5 4 27
5 5 3 4 5 5 27
4 5 3 5 3 2 22
3 3 4 4 3 5 22
5 5 4 3 4 5 26
5 5 4 4 5 5 28
5 5 3 4 5 3 25
4 5 3 5 3 3 23
2 4 4 2 1 4 17
3 4 1 4 1 5 18
4 5 4 1 4 1 19

Data Table
Knowledge Awareness
Knowledge and Awareness
KA1 KA2 KA3 KA4 KA5 KA6 Sum
4 4 4 4 3 3 22
5 5 4 2 4 2 22
3 4 4 4 4 3 22
3 4 4 5 5 3 24
3 4 3 3 4 5 22
5 4 3 3 4 5 24
4 2 3 3 4 5 21
2 4 3 5 4 5 23
3 1 5 4 2 2 17
3 4 3 2 4 4 20
5 2 1 3 1 4 16
4 1 4 4 3 4 20
4 3 4 3 3 4 21
4 4 4 4 5 3 24
3 4 3 4 5 3 22
4 4 4 4 5 3 24
4 4 4 4 5 3 24
4 3 4 3 5 5 24
2 4 2 4 4 3 19
4 5 4 5 2 1 21
4 3 4 3 1 4 19
4 5 4 5 1 4 23
4 4 3 3 4 4 22
5 5 4 3 5 3 25
3 4 3 2 4 4 20
5 2 1 3 1 4 16
4 1 4 4 3 4 20
4 3 4 3 3 4 21
4 4 4 4 5 3 24
3 4 3 4 5 3 22
4 4 4 4 5 3 24
4 4 4 4 5 3 24
4 3 4 3 5 5 24
2 4 2 4 4 3 19
4 5 4 5 2 1 21
4 3 4 3 1 4 19
4 5 4 5 1 4 23
4 4 4 4 5 3 24
4 4 4 4 5 3 24
4 3 4 3 5 5 24
2 4 2 4 4 3 19
4 5 4 5 2 1 21
4 3 4 3 1 4 19
4 5 4 5 1 4 23
4 4 3 3 4 4 22
5 5 4 3 5 3 25
2 4 3 5 4 5 23
3 1 5 4 2 2 17
3 4 3 2 4 4 20
5 2 1 3 1 4 16

Data Table
Organization Culture
Organization Culture
QC1 QC2 QC3 QC4 QC5 QC6 QC7 QC8 QC9 Sum
2 3 4 4 4 4 4 4 4 33
4 4 3 5 4 5 3 5 4 37
4 4 3 5 4 5 3 5 4 37
2 3 4 4 4 4 4 4 4 33
4 4 3 5 4 5 3 5 4 37
4 4 3 5 4 5 3 5 4 37
4 4 3 5 3 5 3 5 4 36
4 4 4 5 3 5 3 5 4 37
5 5 3 3 5 3 4 3 4 35
4 4 2 3 4 4 4 4 4 33
2 3 2 3 4 4 4 4 4 30
2 4 4 4 3 5 4 5 3 34
3 5 4 4 3 5 4 5 3 36
4 2 4 4 3 5 3 5 3 33
1 4 5 4 2 5 4 5 3 33
4 2 4 5 4 3 2 4 4 32
3 4 2 2 2 3 3 3 3 25
4 3 2 2 2 3 3 3 3 25
3 4 4 4 2 4 5 4 3 33
4 4 3 3 4 2 2 2 3 27
3 5 1 4 3 2 2 2 3 25
2 3 4 4 4 4 4 4 4 33
4 4 3 5 4 5 3 5 4 37
4 4 3 5 3 5 3 5 4 36
3 5 4 4 3 5 4 5 3 36
4 2 4 4 3 5 3 5 3 33
1 4 5 4 2 5 4 5 3 33
4 2 4 5 4 3 2 4 4 32
3 4 2 2 2 3 3 3 3 25
4 3 2 2 2 3 3 3 3 25
3 4 4 4 2 4 5 4 3 33
4 4 3 3 4 2 2 2 3 27
3 5 1 4 3 2 2 2 3 25
2 3 4 4 4 4 4 4 4 33
4 4 3 5 4 5 3 5 4 37
4 4 3 5 4 5 3 5 4 37
4 4 3 5 4 5 3 5 4 37
2 3 4 4 4 4 4 4 4 33
4 4 3 5 4 5 3 5 4 37
4 4 3 5 4 5 3 5 4 37
4 4 3 5 3 5 3 5 4 36
4 4 4 5 3 5 3 5 4 37
5 5 3 3 5 3 4 3 4 35
4 4 2 3 4 4 4 4 4 33
2 3 2 3 4 4 4 4 4 30
2 4 4 4 3 5 4 5 3 34
1 4 5 4 2 5 4 5 3 33
4 2 4 5 4 3 2 4 4 32
3 4 2 2 2 3 3 3 3 25
4 3 2 2 2 3 3 3 3 25

Discussion of Results

Used Methods
In this data analysis, three methods are used such as,
a) Correlation
b) Regression
c) ANNOVA
The research questions are:
1) Is it possible to say that the responses associated to knowledge and
awareness will remain same no matter what the management level is?
2) Is it possible to say that the responses associated to finances and
costs will remain same no matter what the annual revenue is?
3) Is it possible to say that the responses associated to the organization
culture will remain same no matter who has the organization’s
ownership?
4) Is it possible to say that the responses associated to the Industry and
Market will remain same no matter how many employees are present
in an organization?

Correlation
Selected reliable data includes BR, FC, IM. IO, O, KA and OC.
BR FC IM IO O KA OC
BR 1
FC 0.1834
78
1
IM 0.0102
81
-
0.0752
2
1
IO 0.0311
65
-
0.1203
1
0.480880
483
1
O 0.0683
22
-
0.0276
4
0.535472
983
0.6138
77
1
KA 0.0616
27
-
0.0826
9
0.675085
87
0.5412
07
0.6318
6
1
OC 0.1402
81
0.0748
65
0.624665
602
0.4485
84
0.6763
97
0.7044
18
1
Based on the results, all the data are significantly correlated with each other.

Regression
Selected dependent variables are Business Rules (BR) and the independent variables are FC, IM. IO, O, KA and OC.
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.235580745
R Square 0.055498287
Adjusted R Square -0.076292649
Standard Error 0.499963475
Observations 50
ANOVA
df SS MS F Significa
nce F
Regression 6 0.6315705
08
0.105261751 0.4211
09
0.86087
7
Residual 43 10.748429
49
0.249963477
Total 49 11.38
Coefficients Standard
Error
t Stat P-value
Intercept 3.062801356 0.701224791 4.367788184 7.78E-
05
FC 0.143231107 0.132515412 1.08086376 0.28578
3
IM -0.047621892 0.098407912 -0.48392341 0.63089
6
IO 0.015849888 0.145123028 0.109216907 0.91353
9
O -0.013616518 0.154237772 -0.088282642 0.93006
2
KA 0.008665205 0.137729114 0.062914839 0.95012
6
OC 0.116377305 0.152065284 0.765311462 0.44826
6

ANOVA 1 Results
• Here, p-value is higher than 0.05, and null hypothesis cannot be rejected.
• Thus, the management level hardly contains any significant effect on their responses
related to knowledge and awareness.
SUMMARY
Groups Count Sum Average Variance
KA1 50 187 3.74 0.686122
KA2 50 181 3.62 1.260816
KA3 50 175 3.5 0.826531
KA4 50 183 3.66 0.759592
KA5 50 174 3.48 2.213878
KA6 50 175 3.5 1.071429
ANOVA
Source of Variation SS Df MS F P-value F crit
Between Groups 2.816667 5 0.563333 0.49572 0.779389 2.244703
Within Groups 334.1 294 1.136395
Total 336.9167 299

ANOVA 2 Results
• Here, p-value is lower than 0.05, and null hypothesis cannot be
accepted.
• Thus, the annual revenue contains significant effect on the
responses related to finance and costs.
SUMMARY
Groups Count Sum Average Variance
FC1 50 194 3.88 1.087347
FC2 50 213 4.26 0.808571
FC3 50 177 3.54 1.110612
FC4 50 181 3.62 0.975102
FC5 50 173 3.46 2.212653
FC6 50 193 3.86 1.347347
ANOVA
Source of Variation SS df MS F P-value F crit
Between Groups 21.59 5 4.318 3.43533 0.00494 2.244703328
Within Groups 369.54 294 1.256939
Total 391.13 299

ANOVA 3 Results
• Here, p-value is higher than 0.05, and null hypothesis cannot be rejected.
• Thus, the organization’s ownership hardly contains any significant effect on the
responses related to organization culture.
SUMMARY
Groups Count Sum Average Variance
QC1 50 166 3.32 1.038367
QC2 50 186 3.72 0.654694
QC3 50 160 3.2 0.938776
QC4 50 198 3.96 1.018776
QC5 50 167 3.34 0.759592
QC6 50 205 4.1 1.030612
QC7 50 165 3.3 0.581633
QC8 50 208 4.16 0.953469
QC9 50 179 3.58 0.248571
ANOVA
Source of Variation SS df MS F P-value F crit
Between Groups 54.76444 8 6.845556 8.527938 8.11E-11 1.959398
Within Groups 354 441 0.802721
Total 408.7644 449

ANOVA 4 Results
• Here, p-value is higher than 0.05, and can’t reject the null
hypothesis.
• Thus, the number of employees hardly have any significant
effect on the responses related to market and industry.
SUMMARY
Groups Count Sum Average Variance
IM1 50 177 3.54 0.906531
IM2 50 173 3.46 0.824898
IM3 50 180 3.6 1.020408
IM4 50 184 3.68 1.56898
ANOVA
Source of Variation SS df MS F P-value F crit
Between Groups 1.3 3 0.433333 0.401159 0.752321 2.650677
Within Groups 211.72 196 1.080204
Total 213.02 199

Conclusion

Conclusion
Completed Data analysis
Correlation, regression and ANNOVA
methods are performed on the provided
data.
Survey on eWoM in hospitality industry is
conducted
The results of the number of employees
have no significant effect on the responses
of market and industry. Similarly, the
organization’s ownership has no significant
effect on the responses of the organization
culture. But, the annual revenue contains
significant effect on the responses of
finance and costs.
Results are evaluated
The results of the used data analysis
methods are reported depending on the p-
value and statistical significance.

Word of mouth or Electronic
word of mouth both have
significant and powerful tools to
help the business grow.
It is important to utilize the
current technology to help a
business grow.
The ratings of TripAdvisor has a
relationship between the total
reviews and comparative ranking
given to the hotel.
Lessons
Learnt

Thank You