Exploring the Link between Net Promoter Score, E-Wom and Hotel Booking Behaviour

Abstract

This study explores how individual consumers’ promoter scores are linked to their electronic word-of-mouth (e-WOM) behaviour. It also explores the impact of PWOM and NWOM on travellers’ hotels booking behaviour. We conducted two study to explore this relationship. The findings of study 1 indicate that promoter scores have a significant positive influence on online message valence. However, while the promoter and detractor groups were found to be internally homogeneous in terms of e-WOM message valence, passives demonstrated heterogeneity. This is significant since passives are the largest group of consumers but have no weight in measuring NPS. Study 2 revealed that PWOM has a greater impact on travellers’ behaviour than NOW. Moreover, the influence of PWOM and NWOM on travellers’ behaviours is related to “the pre-WOM probability of purchase, the strength of expression of the WOM, customer commitment, and satisfaction”.  Our study offers meaningful theoretical and practical implications for hotels managers.

Keywords: Net Promoter Score (NPS), e-WOM, Positive word of mouth (PWOM), Negative word of mouth (NWOM), Hospitality industry.