WOM

The convergence of the stock market and the Internet has created new marketing channels in the e-commerce and stock market brokerage industry. Given the fact that the brokerage industry is customer-oriented, the principal challenge for firms active in this industry is attracting and maintaining customers and traders. This study aimed to assess the impact of the quality of financial service provider websites on customer responses among brokerages. The conceptual framework was developed Based on the S-O-R paradigm so that, corporate reputation and perceived value used as the mediator factors. This research adopted a questionnaire survey. All factors were measured with multiple items. The conceptual model was tested using PLS-SEM and Smart PLS software. Findings show that website quality is a determinant factor in predicting customer responses. The impact of website quality directly on customer perceived value and corporate reputation was significant. Also, corporate reputation and perceived value have a positive and significant impact on purchase intention and word-of-mouth. The Sobel test results, at 95% confidence level, accepted the indirect impact of website quality on word-of-mouth and the purchase intention, taking into account the mediating role of corporate reputation and perceived value. In general, this research developed a proposed framework on the role of website quality on customer and trader behaviour in the brokerage industry

Purpose :  E-tourism is the most cost-effective way to communicate with the target market and to publish information. It is also an easy way for customers to buy travel products. Recent advances in mobile communication technologies are leading the way for the next generation of travel commercial applications. Location-based services are among these facilities available on the mobile platform. These services use mobile tracking techniques to provide users with relevant information at the right time, based on their current location. This study investigates the LBSs value in tourism and their effect on destination brand equity components and tourist behavior. Method : The sample of the study totaled 210 visitors from Isfahan as one of the popular tourist cities in the world. The research hypotheses were analyzed using Smart-PLS3 software. Findings : The research findings revealed that LBSs have positive and significant effects on destination brand image, destination brand loyalty and WOM. Conclusion : As this paper is among the first studies investigating the positive effect of LBS on destination brand equity components and tourist behavior, the findings are beneficial for DMOs and their marketing managers. Due to their potential to create a unique travel experience as well as to personalize and tailor tourism services based on tourists' needs and personal preferences, LBS provide them with significant added value.