本研究旨在探討，線上同儕評論與專家評論對消費者欺騙感知與滿意度之影響；並藉由飯店提供良好的服務品質，減弱消費者受欺騙後的負面反應。在大量文獻的基礎之下，本研究建立研究假設模型。假設同儕假評論、專家假評論會影響欺騙感知，而欺騙感知會影響消費者滿意度，且服務品質能調節消費者滿意度。
本研究以利用網路搜尋住宿資訊之消費者為研究對象，總共回收585份有效問卷，並利用SPSS與AMOS統計軟體進行資料分析。研究結果發現，假如消費者認定為假身分撰寫之評論，指無論是同儕假評論或專家假評論，皆會正向影響欺騙感知並導致消費者不滿意。另外，根據先前研究顯示，滿意與不滿意並非一體兩面，而是可獨立存在的構面。本研究亦證實同樣結果，而服務品質對於欺騙感知、顧客滿意與顧客不滿意之間的關係有顯著的調節效果。整體而言，本研究貢獻有助於增進線上評論、欺騙感知、顧客滿意度、雙因子理論等相關文獻之瞭解，並提供飯店業者制定有效行銷決策之建議。

The purpose of this study is to explore the influence of online peer review and expert review on consumers' deception perception and satisfaction, and to reduce the negative reaction of consumers after being cheated by providing good service quality in hotels. On the basis of a large number of literature, this study establishes a hypothesis model. It is assumed that false peer reviews and expert false reviews will affect deception perception, while deceptive perception will affect consumer satisfaction, and service quality can regulate consumer satisfaction.
A total of 585 valid questionnaires were collected and analyzed by SPSS and AMOS statistical software. The results show that if consumers identify the comments written as fake identities, whether they are peer reviews or experts' fake comments, they will positively affect deception perception and lead to consumer dissatisfaction. In addition, according to previous studies, satisfaction and dissatisfaction are not two sides of the same body, but can exist independently. This study also confirms the same results, and service quality has a significant moderating effect on the relationship between deception perception, customer satisfaction and customer dissatisfaction. On the whole, this study contributes to the understanding of online reviews, deceptive perception, customer satisfaction, two factor theory and other related literature, and provides suggestions for hotel operators to make effective marketing decisions.

目錄

目錄	I
表目錄	III
圖目錄	V
第壹章 緒論	1
第一節 研究背景與動機	1
第二節  研究目的	5
第三節 研究流程	6
第貳章 文獻探討	7
第一節 評論者的特質：假身分	7
第二節 消費者對欺騙的感知(Perceived Deception)	11
第三節 期望失驗理論(Expectancy Disconfirmation Theory, EDT)	13
第四節 服務品質(Service Quality)	15
第五節 顧客滿意度(Customer Satisfaction)	21
第參章 研究方法	25
第一節 研究架構	25
第二節 研究假說	26
第三節 研究變數與操作型定義	29
第四節 研究對象與範圍	37
第五節 統計方法分析	37
第肆章 資料分析與研究結果	40
第一節 研究環境	40
第二節 前導測試與資料收集	42
第三節 敘述性分析	43
第四節 測量題項與信效度檢定	46
第五節 研究結果	53
第五節 滿意與不滿意四象限分析	59
第伍章 結論與意涵	60
第一節 研究結果	60
第二節 理論意涵	61
第三節 實務意涵	64
第四節 研究限制與未來研究建議	66
參考文獻	68
英文文獻	68
附錄	80


表目錄

表 2-1 同儕/專家評論之相關研究	10
表 2-2 欺騙之相關研究	12
表 2-3 服務之特性	15
表 2-4 品質之定義	16
表 2-5 服務品質之定義	17
表 2-6 SERVQUAL量表之構面	18
表 2-7 近年相關文獻整理	19
表 2-8 探討滿意與不滿意兩構面之相關文獻	23
表 3-1 研究假說	28
表 3-2 同儕與專家假評論之問卷題項表	29
表 3-3 消費者欺騙感知之問卷題項表	31
表 3-4 滿意/不滿意之問卷題項表	32
表 3-5 服務品質之問卷題項表	34
表 3-6 人口統計變項	36
表 3-7 相關係數與程度	39
表 4-1 旅館業之分類	40
表 4-2 旅館類型(按經營模式)	41
表 4-3 基本資料分析	44
表 4-4 驗證性因素分析	47
表 4-5 同儕假評論之因素負荷量	47
表 4-6 專家假評論之因素負荷量	48
表 4-7 欺騙感知之因素負荷量	48
表 4-8 顧客滿意之因素負荷量	49
表 4-9 顧客不滿意之因素負荷量	49
表 4-10 服務品質之因素負荷量	50
表 4-11 各變數之平均數與標準差	51
表 4-12 相關係數與AVE值平方根	52
表 4-13 同儕假評論、專家假評論與欺騙感知之層級迴歸結果	54
表 4-14 欺騙感知、顧客滿意與服務品質之層級迴歸結果	56
表 4-15 欺騙感知、顧客不滿意與服務品質之層級迴歸結果	58
表 4-16 滿意與不滿意四象限分析	59
表 5-1 研究假說之結果	60

 
圖目錄

圖 1-1 研究流程圖	6
圖 3-1 研究架構圖	25

Ahmad, W., & Sun, J. (2018). Modeling consumer distrust of online hotel reviews. International Journal of Hospitality Management, 71, 77-90.
Aiken, L. S., West, S. G., & Reno, R. R. (1991). Multiple regression: Testing and interpreting interactions. Sage.
Akhtar, N., Ahmad, W., Siddiqi, U. I., & Akhtar, M. N. (2019). Predictors and outcomes of consumer deception in hotel reviews: The roles of reviewer type and attribution of service failure. Journal of Hospitality and Tourism Management, 39, 65-75.
Alegre, J., & Garau, J. (2010). Tourist satisfaction and dissatisfaction. Annals of Tourism Research, 37(1), 52-73.
Al-Ibrahim, A. (2014). Quality management and its role in improving service quality in public sector. Journal of Business and Management Sciences, 2(6), 123-147.
Alnawas, I., & Hemsley-Brown, J. (2019). Examining the key dimensions of customer experience quality in the hotel industry. Journal of Hospitality Marketing & Management, 28(7), 833-861.
Ayeh, J. K., Au, N., & Law, R. (2013). “Do we believe in TripAdvisor?” Examining credibility perceptions and online travelers’ attitude toward using user-generated content. Journal of Travel Research, 52(4), 437-452.
Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177.
Basfirinci, C., & Mitra, A. (2015). A cross cultural investigation of airlines service quality through integration of Servqual and the Kano model. Journal of Air Transport Management, 42, 239-248.
Biros, D. P., George, J. F., & Zmud, R. W. (2002). Inducing sensitivity to deception in order to improve decision making performance: A field study. MIS quarterly, 119-144.
Bleuel, B. (1990). Customer dissatisfaction and the zone of uncertainty. Journal of Services Marketing.
Burke, R. R., DeSarbo, W. S., Oliver, R. L., & Robertson, T. S. (1988). Deception by implication: An experimental investigation. Journal of Consumer Research, 14(4), 483-494.
Cabello, E., & Chirinos, J. L. (2012). Validación y aplicabilidad de encuestas SERVQUAL modificadas para medir la satisfacción de usuarios externos en servicios de salud. Revista Médica Herediana, 23(2), 88-95.
Cadotte, E. R., & Turgeon, N. (1988). Key factors in guest satisfaction. Cornell Hotel and Restaurant Administration Quarterly, 28(4), 44-51.
Cadotte, E. R., Woodruff, R. B., & Jenkins, R. L. (1987). Expectations and norms in models of consumer satisfaction. Journal of Marketing Research, 24(3), 305-314.
Caro, L. M., & Garcia, J. A. M. (2008). Developing a multidimensional and hierarchical service quality model for the travel agency industry. Tourism Management, 29(4), 706-720.
Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 39(5), 752.
Chakravarty, A., Liu, Y., & Mazumdar, T. (2010). The differential effects of online word-of-mouth and critics' reviews on pre-release movie evaluation. Journal of Interactive Marketing, 24(3), 185-197.
Chen, R., Gaia, J., & Rao, H. R. (2020). An examination of the effect of recent phishing encounters on phishing susceptibility. Decision Support Systems, 113287.
Choi, S., Mattila, A. S., Van Hoof, H. B., & Quadri-Felitti, D. (2017). The role of power and incentives in inducing fake reviews in the tourism industry. Journal of Travel Research, 56(8), 975-987.
Colmenares Delgado, O. A., & Saavedra Torres, J. L. (2007). Aproximación teórica de los modelos conceptuales de la calidad del servicio.
Crompton, J. L. (2003). Adapting Herzberg: A conceptualization of the effects of hygiene and motivator attributes on perceptions of event quality. Journal of Travel Research, 41(3), 305-310.
Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68.
Crosby, P. B. (1979). Quality is free: The art of making quality certain (Vol. 94). New York: McGraw-hill.
Darke, P. R., & Ritchie, R. J. (2007). The defensive consumer: Advertising deception, defensive processing, and distrust. Journal of Marketing Research, 44(1), 114-127.
Deng, W. J., Yeh, M. L., & Sung, M. L. (2013). A customer satisfaction index model for international tourist hotels: Integrating consumption emotions into the American Customer Satisfaction Index. International Journal of Hospitality Management, 35, 133-140.
Dou, X., Walden, J. A., Lee, S., & Lee, J. Y. (2012). Does source matter? Examining source effects in online product reviews. Computers in Human Behavior, 28(5), 1555-1563.
Erdil, S. T., & Yıldız, O. (2011). Measuring service quality and a comparative analysis in the passenger carriage of airline industry. Procedia-Social and Behavioral Sciences, 24, 1232-1242.
Fernandes, T., & Fernandes, F. (2018). Sharing dissatisfaction online: analyzing the nature and predictors of hotel guests negative reviews. Journal of Hospitality Marketing & Management, 27(2), 127-150.
Filieri, R. (2016). What makes an online consumer review trustworthy? Annals of Tourism Research, 58, 46-64.
Filieri, R., Alguezaui, S., & McLeay, F. (2015). Why do travelers trust TripAdvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth. Tourism Management, 51, 174-185.
Fleming, P., & Zyglidopoulos, S. C. (2008). The escalation of deception in organizations. Journal of Business Ethics, 81(4), 837-850.
Forman, C., Ghose, A., & Wiesenfeld, B. (2008). Examining the relationship between reviews and sales: The role of reviewer identity disclosure in electronic markets. Information Systems Research, 19(3), 291-313.
Fragoso, J. T., & Espinoza, I. L. (2017). Evaluación de la percepción de la calidad de los servicios bancarios mediante el modelo SERVPERF. Contaduría y Administración, 62(4), 1270-1293.
Gerdt, S. O., Wagner, E., & Schewe, G. (2019). The relationship between sustainability and customer satisfaction in hospitality: An explorative investigation using eWOM as a data source. Tourism Management, 74, 155-172.
Gerson, R. (1993). Measuring customer satisfaction. Crisp Learning.
Gibbins, M. (1992). Deception: A tricky issue for behavioral research in accounting and auditing. Auditing, 11(2), 113.
Giese, J. L., & Cote, J. A. (2000). Defining consumer satisfaction. Academy of marketing Science Review, 1(1), 1-22.
Grazioli, S., & Jarvenpaa, S. L. (2000). Perils of Internet fraud: An empirical investigation of deception and trust with experienced Internet consumers. IEEE Transactions on Systems, Man, and Cybernetics-Part A: Systems and Humans, 30(4), 395-410.
Greenwell, T. C., Lee, J., & Naeger, D. (2007). Using the critical incident technique to understand critical aspects of the minor league spectator's experience. Sport Marketing Quarterly, 16(4), 190.
Gronroos, C. (1978). A service-orientated approach to marketing of services. European Journal of marketing, 12(8), 588-601.
Gronroos, C. (1982). Strategic Management and Marketing in the Service Sector. Helsingfors: Swedish School of Economics and Racine.
Gronroos, C. (1984). A service quality model and its marketing implications.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2009). Análise multivariada de dados. Bookman Editora.
Hao, J. X., Yu, Y., Law, R., & Fong, D. K. C. (2015). A genetic algorithm-based learning approach to understand customer satisfaction with OTA websites. Tourism Management, 48, 231-241.
Harrison‐Walker, L. J. (2012). The role of cause and affect in service failure. Journal of Services Marketing.
Herzberg, F. (1971). The motivation-hygiene theory. Work and the nature of man, 4.
Herzberg, F. M., & Mausner, B. B. & Snyderman, B.(1959). The motivation to work, 2, 49-58.
Holbrook, M. B., & Addis, M. (2007). Taste versus the market: An extension of research on the consumption of popular culture. Journal of Consumer Research, 34(3), 415-424.
Hollyoake, M. (2009). The four pillars: Developing a ‘bonded’business-to-business customer experience. Journal of Database Marketing & Customer Strategy Management, 16(2), 132-158.
Huang, G. H., & Korfiatis, N. (2015). Trying before buying: The moderating role of online reviews in trial attitude formation toward mobile applications. International Journal of Electronic Commerce, 19(4), 77-111.
Ingram, R., Skinner, S. J., & Taylor, V. A. (2005). Consumers’ evaluation of unethical marketing behaviors: The role of customer commitment. Journal of Business Ethics, 62(3), 237-252.
Jaccard, J., Turrisi, R., & Jaccard, J. (2003). Interaction effects in multiple regression (No. 72). Sage publications.
Jehn, K. A., & Scott, E. D. (2008). Perceptions of deception: Making sense of responses to employee deceit. Journal of Business Ethics, 80(2), 327-347.
Jensen, J. M. (2004). The application of Hertzberg’s two-factor theory to the realm of tourist attractions. In New Zealand Tourism and Hospitality Research Confererence 2004 (pp. 180-190).
Johnson, P. E., Grazioli, S., Jamal, K., & Berryman, R. G. (2001). Detecting deception: Adversarial problem solving in a low base‐rate world. Cognitive Science, 25(3), 355-392.
Juran, J. M., & Gryna Jr, F. M. (1980). Quality Planning and Analysis: From Product Development Through Use, McGraw-Hill.
Juran, J. M., Gryna, F. M., & Bingham, R. S. (1974). Quality control handbook (Vol. 3). New York: McGraw-Hill.
Keh, H. T., & Sun, J. (2018). The differential effects of online peer review and expert review on service evaluations: the roles of confidence and information convergence. Journal of Service Research, 21(4), 474-489.
Kim Lian Chan, J., & Baum, T. (2007). Motivation factors of ecotourists in ecolodge accommodation: The push and pull factors. Asia Pacific Journal of Tourism Research, 12(4), 349-364.
Kim, S., & Yoonjoung (2017). Consequences of customer dissatisfaction in upscale and budget hotels: Focusing on dissatisfied customers' attitude toward a hotel. International Journal of Hospitality & Tourism Administration, 00(00), 1–32.
Kline, R. B. (2015). Principles and practice of structural equation modeling. New York, NY: Guilford publications.
Knop, K. (2019). Evaluation of quality of services provided by transport & logistics operator from pharmaceutical industry for improvement purposes. Transportation Research Procedia, 40, 1080-1087.
Läpple, D., & Barham, B. L. (2019). How do learning ability, advice from experts and peers shape decision making? Journal of Behavioral and Experimental Economics, 80, 92-107.
Le, D. N., Nguyen, H. T., & Truong, P. H. (2019). Port logistics service quality and customer satisfaction: Empirical evidence from Vietnam. The Asian Journal of Shipping and Logistics.
Lee, J. S., Fakfare, P., & Han, H. (2020). Honeymoon tourism: Exploring must-be, hybrid and value-added quality attributes. Tourism Management, 76, 103958.
Lehtinen, U., & Lehtinen, J. R. (1982). Service quality: a study of quality dimensions. Service Management Institute.

Lewis, R. C., & Booms, B. H. (1983). The marketing aspects of service quality. Emerging perspectives on Services Marketing, 65(4), 99-107.
Li, H., Zhang, Z., Meng, F., & Janakiraman, R. (2017). Is peer evaluation of consumer online reviews socially embedded?–An examination combining reviewer’s social network and social identity. International Journal of Hospitality Management, 67, 143-153.
Liu, Z., & Park, S. (2015). What makes a useful online review? Implication for travel product websites. Tourism Management, 47, 140-151.
Lu, A. C. C., Gursoy, D., & Lu, C. Y. R. (2016). Antecedents and outcomes of consumers’ confusion in the online tourism domain. Annals of Tourism Research, 57, 76-93.
Lu, W., & Stepchenkova, S. (2012). Ecotourism experiences reported online: Classification of satisfaction attributes. Tourism Management, 33(3), 702-712.
Lupo, T. (2015). Fuzzy ServPerf model combined with ELECTRE III to comparatively evaluate service quality of international airports in Sicily. Journal of Air Transport Management, 42, 249-259.
Lv, W., Zhang, Z., Zhang, K. Y., Yang, H., Liu, S., Xu, A., & Huang, W. (2016). A mitochondria‐targeted photosensitizer showing improved photodynamic therapy effects under hypoxia. Angewandte Chemie International Edition, 55(34), 9947-9951.
Magnini, V. P., Crotts, J. C., & Zehrer, A. (2011). Understanding customer delight: An application of travel blog analysis. Journal of Travel Research, 50(5), 535-545.
Maioli, H. C., de Carvalho, R. C., & de Medeiros, D. D. (2019). SERVBIKE: Riding customer satisfaction of bicycle sharing service. Sustainable cities and society, 101680.
Maklan, S., & Klaus, P. (2011). Customer experience: are we measuring the right things? International Journal of Market Research, 53(6), 771-772.
Meirovich, G., & Little, L. (2013). The delineation and interactions of normative and predictive expectations in customer satisfaction and emotions. Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 26, 40-54.
Meleddu, M., Pulina, M., & Scuderi, R. (2019). Public and private healthcare services: What drives the choice? Socio-Economic Planning Sciences, 100739.
Miyazaki, A. D., & Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. Journal of Consumer Affairs, 35(1), 27-44.
Morales, L. E. I., & Medina, E. V. C. (2015). Aplicación del modelo Servperf en los centros de atención Telcel, Hermosillo: una medición de la calidad en el servicio. Contaduría y Administración, 60(1), 229-260.
Munim, Z. H., & Noor, T. (2020). Young people's perceived service quality and environmental performance of hybrid electric bus service. Travel Behaviour and Society, 20, 133-143.
Munzel, A. (2016). Assisting consumers in detecting fake reviews: The role of identity information disclosure and consensus. Journal of Retailing and Consumer Services, 32, 96-108.
Narangajavana Kaosiri, Y., Callarisa Fiol, L. J., Rodríguez Artola, R., Moliner Tena, M. Á., & Sánchez García, J. (2017). The effects of travelling reasons on social media resources and tourist expectations. In XXIX Congreso de Marketing AEMARK (2017), p 1129-1141. ESIC.
Nunkoo, R., Teeroovengadum, V., Thomas, P., & Leonard, L. (2017). Integrating service quality as a second-order factor in a customer satisfaction and loyalty model. International Journal of Contemporary Hospitality Management.
Oliver, R. L. (1977). Effect of expectation and disconfirmation on postexposure product evaluations: An alternative interpretation. Journal of Applied Psychology, 62(4), 480.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
Oliver, R. L., & DeSarbo, W. S. (1988). Response determinants in satisfaction judgments. Journal of Consumer Research, 14(4), 495-507.
Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: foundations, findings, and managerial insight. Journal of Retailing, 73(3), 311.
Palmeira, M., Spassova, G., & Keh, H. T. (2015). Other-serving bias in advice-taking: When advisors receive more credit than blame. Organizational Behavior and Human Decision Processes, 130, 13-25.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
Park, H., Xiang, Z., Josiam, B., & Kim, H. (2014). Personal profile information as cues of credibility in online travel reviews. Anatolia, 25(1), 13-23.
Pizam, A., & Milman, A. (1993). Predicting satisfaction among first time visitors to a destination by using the expectancy disconfirmation theory. International Journal of Hospitality Management, 12(2), 197-209.
Quilamán, A. J. Q., & Chacur, A. A. (2009). Evaluación y propuesta de mejoras de un modelo de atención de usuarios en un servicio público (Doctoral dissertation, Universidad de Concepción).
Ramsey, R. P., Marshall, G. W., Johnston, M. W., & Deeter-Schmelz, D. R. (2007). Ethical ideologies and older consumer perceptions of unethical sales tactics. Journal of Business Ethics, 70(2), 191-207.
Reinstein, D. A., & Snyder, C. M. (2005). The influence of expert reviews on consumer demand for experience goods: A case study of movie critics. The Journal of Industrial Economics, 53(1), 27-51.
Riquelme, I. P., Román, S., & Iacobucci, D. (2016). Consumers' perceptions of online and offline retailer deception: a moderated mediation analysis. Journal of Interactive Marketing, 35, 16-26.
Román, S. (2007). The ethics of online retailing: a scale development and validation from the consumers’ perspective. Journal of Business Ethics, 72(2), 131-148.
Román, S. (2010). Relational consequences of perceived deception in online shopping: the moderating roles of type of product, consumer’s attitude toward the internet and consumer’s demographics. Journal of Business Ethics, 95(3), 373-391.
Román, S., & Ruiz, S. (2005). Relationship outcomes of perceived ethical sales behavior: the customer's perspective. Journal of Business Research, 58(4), 439-445.
Salomi, G. G. E., Miguel, P. A. C., & Abackerli, A. J. (2005). SERVQUAL x SERVPERF: comparação entre instrumentos para avaliação da qualidade de serviços internos. Gestão & Produção, 12(2), 279-293.
Sandström, S., Edvardsson, B., Kristensson, P., & Magnusson, P. (2008). Value in use through service experience. Managing Service Quality: An International Journal.
Sasser Jr, W. E. Olsen, RP/Wyckoff, DD (1978): Management of Service Operations: Text and Cases.
Shin, S. Y., Van Der Heide, B., Beyea, D., Dai, Y. N., & Prchal, B. (2017). Investigating moderating roles of goals, reviewer similarity, and self-disclosure on the effect of argument quality of online consumer reviews on attitude formation. Computers in Human Behavior, 76, 218-226.
Smith, D., Menon, S., & Sivakumar, K. (2005). Online peer and editorial recommendations, trust, and choice in virtual markets. Journal of Interactive Marketing, 19(3), 15-37.
Sotiriadis, M. D., & Van Zyl, C. (2013). Electronic word-of-mouth and online reviews in tourism services: the use of twitter by tourists. Electronic Commerce Research, 13(1), 103-124.
Spence, M. T., & Brucks, M. (1997). The moderating effects of problem characteristics on experts’ and novices’ judgments. Journal of Marketing Research, 34(2), 233-247.
Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions. Journal of retailing, 70(2), 163-178.
Toral, S. L., Martínez-Torres, M. R., & Gonzalez-Rodriguez, M. R. (2018). Identification of the unique attributes of tourist destinations from online reviews. Journal of Travel Research, 57(7), 908-919.
Tsaur, S. H., Wang, C. H., Yen, C. H., & Liu, Y. C. (2014). Job standardization and service quality: The mediating role of prosocial service behaviors. International Journal of Hospitality Management, 40, 130-138.
Tse, D. K., & Wilton, P. C. (1988). Models of consumer satisfaction formation: An extension. Journal of Marketing Research, 25(2), 204-212.
Tversky, A., & Kahneman, D. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263-291.
Vazquez Moctezuma, S. E. (2015). Medición de la Calidad del Servicio para Agentes de Suscripción en Revistas Digitales a través del Modelo Servqual (Measuring the Quality of Service for Subscription Agents in eJournals through Model Servqual). GECONTEC: revista Internacional de Gestión del Conocimiento y la Tecnología, 3(1).
Wang, J., Molina, M. D., & Sundar, S. S. (2020). When expert recommendation contradicts peer opinion: Relative social influence of valence, group identity and artificial intelligence. Computers in Human Behavior, 107, 106278.
Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 24(3), 258-270.
Wetzer, I. M., Zeelenberg, M., & Pieters, R. (2007). “Never eat in that restaurant, I did!”: Exploring why people engage in negative word‐of‐mouth communication. Psychology & Marketing, 24(8), 661-680.
Wilkins, S., Beckenuyte, C., & Butt, M. M. (2016). Consumers’ behavioural intentions after experiencing deception or cognitive dissonance caused by deceptive packaging, package downsizing or slack filling. European Journal of Marketing.
Wilson, A. M., Zeithaml, V., Bitner, M., & Gremler, D. (2008). Services marketing: 1st European edition.
World Tourism Organization. (1985). Identification and Evaluation of Those Components of Tourism Services which Have a Bearing on Tourist Satisfaction and which Can... World tourism organization.
Wu, Y. C., Hsieh, L. F., & Lu, J. J. (2015). What's The Relationship between Learning Satisfaction and Continuing Learning Intention? Procedia-Social and Behavioral Sciences, 191, 2849-2854.
Xu, X., & Li, Y. (2016). The antecedents of customer satisfaction and dissatisfaction toward various types of hotels: A text mining approach. International Journal of Hospitality Management, 55, 57-69.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (1996). Services Marketing McGraw Hill. New York.
Zhang, M., Kim, P. B., & Goodsir, W. (2019). Effects of service experience attributes on customer attitudes and behaviours: The case of New Zealand café industry. Journal of Hospitality Marketing & Management, 28(1), 28-50.
Zhang, Z., Liang, S., Li, H., & Zhang, Z. (2019). Booking now or later: do online peer reviews matter? International Journal of Hospitality Management, 77, 147-158.
Zimbelman, M. F. (1997). The effects of SAS No. 82 on auditors' attention to fraud risk factors and audit planning decisions. Journal of Accounting Research, 35, 75-97.