THE ROLE OF ECOLOGICAL KNOWLEDGE AS A MEDIATOR OF THE RELATIONSHIP BETWEEN INTEGRATED MARKETING COMMUNICATIONS AND CUSTOMER SATISFACTION
DOI:
https://doi.org/10.46229/msdj.v4i2.504Keywords:
ecological knowledge, integrated marketing communication, customer satisfaction, hotel industry, tourism industryAbstract
The negative effect of greenhouse gas emissions that have an impact on environmental degradation causes pressure on the tourism sector and the accommodation industry. Besides being revived due to the effects of the Covid-19 pandemic, the industry is also faced with environmental awareness. This is the basis for doing this research. This study was conducted with the aim of examining the mediating effect of ecological knowledge between the relationship of integrated marketing communications with customer satisfaction. Respondents in this study were customers/visitors/guests who had stayed at hotels located in Yogyakarta. The sampling technique used in this study was purposive sampling with a total sample of 100 respondents. Hypothesis testing, confirmatory factor analysis test, validity test, and reliability test using SmartPLS 3 software. All hypotheses proposed in this study were accepted.
References
Albinsson, P.A., Perera, B.Y., & Sautter, P.T. (2016). DART scale development: diagnosing a firm’s readiness for strategic value co-creation. Journal of Marketing Theory and Practice, 24(1), 42-58.
Alevizou, P., Henninger, C., & Spinks, C. (2019). Communicating Sustainability Practices and Values: A case study approach of a micro-organisation in the UK. International Journal of Business and Globalisation, 22(1), 37-52.
Arnold, M. (2017). Fostering sustainability by linking co-creation and relationship management concepts. Journal of Cleaner Production, 140, 179-188.
Bormane, S. (2018). Integrated Marketing Communications in Sustainable Business. In Proceedings of the International Scientific Conference «Society. Integration. Education», 6, 80-96.
Busser, J.A., & Shulga, L.V. (2018). Co-created value: Multidimensional scale and nomological network. Tourism Management, 65, 69-86.
Cannas, R., Argiolas, G., & Cabiddu, F. (2019). Fostering corporate sustainability in tourism management through social values within collective value co-creation processes. Journal of Sustainable Tourism, 27(1), 139-155.
Cerri, J., Testa, F., Rizzi, F. (2018). The more I care, the less I will listen to you: How information, environmental concern and ethical production influence consumers’ attitudes and the purchasing of sustainable products. Journal of Cleaner Production, 175, 343-353.
Chang, C.H. (2019). Do green motives influence green product innovation? The mediating role of green value co‐creation. Corporate Social Responsibility and Environmental Management, 26(2), 330-340.
Chin, W. & Newsted, P.R. (1999). Structural equation modeling analysis with small samples using partial least squares. In Hoyle, R.H. (Ed.), Statistical Strategies for Small Sample Research, Sage, Thousand Oaks, CA.
Chin, W.W., (1998). The partial least squares approach to structural equation modelling. In G. A. Marcoulides (Ed.), Modern methods for business research. Mahwah, NJ: Lawrence Erlbaum Associates.
Cornelissen, G., Pandelaere, M., Warlop, L., & Dewitte, S. (2008). Positive cueing: Promoting sustainable consumer behaviour by cueing common environmental behaviours as environmental. International Journal of Research in Marketing, 25, 46-55.
Corsaro, D. (2019). Capturing the broader picture of value co-creation management. European Management Journal, 37(1), 99-116.
Falk, R.F., & Miller, N.B. (1992). A primer for soft modelling. Akron, OH:
Font, X., Elgammal, I., & Lamond, I. (2017). Greenhushing: the deliberate under communicating of sustainability practices by tourism businesses. Journal of Sustainable Tourism, 25(7), 1007-1023.
Fornell C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Frías-Jamilena, D.M., Polo-Peña, A.I., & Rodríguez-Molina, M.Á. (2016). The Effect of Value-Creation on Consumer-Based Destination Brand Equity. Journal of Travel Research, 56(8), 1011-1031.
Gabler, C. B., Butler, T. D., & Adams, F. G. (2013). The environmental belief-behaviour gap: Exploring barriers to green consumerism. Journal of Customer Behaviour, 12(2), 159-176.
Gonzalez-Gallarza, M., Gil-Saura, I. & Arteaga-Moreno, F. (2020). Conceptualización y medición del valor percibido: consensos y controversias. Cuadernos de Gestión, 20(1), 65-88.
Gössling, S., & Buckley, R. (2016). Carbon labels in tourism: persuasive communication? Journal of Cleaner Production, 1-12.
Gössling, S., Haglund, L., Kallgren, H., Revahl, M., & Hultman, J. (2009). Swedish air travellers and voluntary carbon offsets: Towards the co-creation of environmental value? Current Issues in Tourism, 12(1), 1-19.
Grissemann, U.S., & Stokburger-Sauer, N.E. (2012). Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance. Tourism Management, 33(6), 1483-1492.
Hair, J.F., Hult, G. T.M., Ringle, C.M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modelling (PLS-SEM) (2nd ed.). Thousand Oaks, CA: Sage.
Hair, J.F., Sarstedt, M., Ringle, C.M., & Gudergan, S.P. (2018), Advanced issues in partial least squares structural equation modelling (PLSSEM). Thousand Oaks, CA: Sage.
Han, W., McCabe, S., Wang, Y., & Chong, A.Y.L. (2018). Evaluating user-generated content in social media: an effective approach to encourage greater pro-environmental behavior in tourism? Journal of Sustainable Tourism, 26(4), 600-614.
Henseler, J., Ringle, C.M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modelling. Journal of the academy of marketing science, 43(1), 115-135.
Henseler, J., Ringle, C.M., & Sarstedt, M. (2016). Testing measurement invariance of com- posites using partial least squares. International Marketing Review, 33(3), 405-431.
Hudson, S., Hudson, L. (2017). Marketing for Tourism, Hospitality and Events. A Global and Digital Approach. SAGE., London.
Kaushal, V., & Srivastava, S. (2021). Hospitality and tourism industry amid COVID-19 pandemic: Perspectives on challenges and learnings from India. International journal of hospitality management, 92, 102707.
Kim, J., Kim, J., & Marshall, R. (2016). Are two arguments always better than one? European Journal of Marketing, 50(7/8), 1399-1425.
Kollmuss, A. & Agyeman, J. (2002). Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior?, Environmental Education Research, 8 (3), 239-260.
Lee, D.H., & Park, C.W. (2007). Conceptualization and measurement of multidimensionality of integrated marketing communications. Journal of Advertising Research, 47, 222-236.
Moise, M.S, Gil-Saura, I., & Ruiz-Molina, M.E. (2020). Implications of Value Co-Creation in Green Hotels: The Moderating Effect of Trip Purpose and Generational Cohort. Sustainability, 12(23), 9866.
Moise, М.S., Gil-Saura, I., & Ruiz-Molina, M.E. (2018). Effects of green practices on guest satisfaction and loyalty. European Journal of Tourism Research, 20(20), 92-104.
Nunnally, J.C., & Bernstein, I.H. (1994). Validity. Psychometric theory, 3, 99-132.
Opata, C.N., Xiao, W., Nusenu, A.A., Tetteh, S., & Asante Boadi, E. (2019). The impact of value co-creation on satisfaction and loyalty: the moderating effect of price fairness (empirical study of automobile customers in Ghana). Total Quality Management & Business Excellence, 1-15.
Payne, A.F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83-96.
Porcu, L., Barrio-garcía, S., Alcántara-pilar, J.M., & Crespo-almendros, E. (2019). Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry. International Journal of Hospitality Management, 80(01), 13-24.
Preziosi, M., Tourais, P., Acampora, A., Videira, N., & Merli, R. (2019). The role of environmental practices and communication on guest loyalty: Examining EU-Ecolabel in Portuguese hotels. Journal of Cleaner Production, 237, 1-13.
Reid, M. (2005). Performance auditing of integrated marketing communications (IMC) actions and outcomes, Journal ofAdvertising, 34(4), 41-54.
Sarmah, B., Kamboj, S., & Rahman, Z. (2017). Co-creation in hotel service innovation using smart phone apps: an empirical study. International Journal of Contemporary Hospitality Management, 29(10), 2647-2667.
Schmitt, M.T., Aknin, L.B., Axsen, J., & Shwom, R.L. (2018). Unpacking the Relationships Between Pro-environmental Behavior, Life Satisfaction, and Perceived Ecological Threat. Ecological Economics, 143, 130-140.
Šerić, M., & Gil-Saura, I. (2012). ICT, IMC, and Brand Equity in High-Quality Hotels of Dalmatia: An Analysis From Guest Perceptions. Journal of Hospitality Marketing & Management, 21(8), 821-851.
Šerić, M., Gil-Saura, I., & Ozretić-Došen, Đ. (2015). Insights on integrated marketing communications: implementation and impact in hotel companies. International Journal of Contemporary Hospitality Management, 27(5), 958-979.
Šerić, M., Gil-Saura, I., & Ruiz-Molina, M.E. (2014). How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry. International Journal of Hospitality Management, 39, 144-156.
Šerić, M., Ozretić-Došen, Đ., & Škare, V. (2020). How can perceived consistency in marketing communications influence customer–brand relationship outcomes? European Management Journal, 38(2), 335-343.
Teng, C.-C., Lu, A. C.C., & Huang, T.-T. (2018). Drivers of consumers’ behavioral intention toward green hotels. International Journal of Contemporary Hospitality Management, 30(2), 1134-1151.
Tölkes, C. (2018). The role of sustainability communication in the attitude–behaviour gap of sustainable tourism. Tourism and Hospitality Research, 1-12.
UNWTO (2016). Tourism Highlights 2016 Edition (World Tourism Organization, 2016). Available at: http://www.e-unwto.org/doi/pdf/10.18111/9789284418145
Vargo, S.L., & Lusch, R.F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10.
Vargo, S.L., Maglio, P.P. and Akaka, M.A. (2008). On value and value cocreation: a service systems and service logic perspective. European Management Journal, 26, 145-152.
Vega-Vazquez, M., Ángeles Revilla-Camacho, M., & Cossío-Silva, F. (2013). The value co-creation process as a determinant of customer satisfaction. Management Decision, 51(10), 1945-1953.
Verma, V.K., Chandra, B., & Kumar, S. (2019). Values and ascribed responsibility to predict consumers’ attitude and concern towards green hotel visit intention. Journal of Business Research, 96, 206-216.
Villarino, J., & Font, X. (2015). Sustainability marketing myopia: The lack of sustainability communication persuasiveness. Journal of Vacation Marketing, 2-11.
Wang, J., Wang, S., Xue, H., Wang, Y., & Li, J. (2018). Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials. Journal of Cleaner Production, 181, 426-436.
Wehrli, R., Priskin, J., Demarmels, S., & Schaffner, D. (2014). How to communicate sustainable tourism products to customers: results from a choice experiment. Current Issues in Tourism, 20(13), 1375-1394.
Williams, P. & Soutar, G.N. (2009). Value, Satisfaction and Behavioural Intentions in an Adventure Tourism Context. Annals of Tourism Research, 36 (3), 413-438.
Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279-1284.
Alevizou, P., Henninger, C., & Spinks, C. (2019). Communicating Sustainability Practices and Values: A case study approach of a micro-organisation in the UK. International Journal of Business and Globalisation, 22(1), 37-52.
Arnold, M. (2017). Fostering sustainability by linking co-creation and relationship management concepts. Journal of Cleaner Production, 140, 179-188.
Bormane, S. (2018). Integrated Marketing Communications in Sustainable Business. In Proceedings of the International Scientific Conference «Society. Integration. Education», 6, 80-96.
Busser, J.A., & Shulga, L.V. (2018). Co-created value: Multidimensional scale and nomological network. Tourism Management, 65, 69-86.
Cannas, R., Argiolas, G., & Cabiddu, F. (2019). Fostering corporate sustainability in tourism management through social values within collective value co-creation processes. Journal of Sustainable Tourism, 27(1), 139-155.
Cerri, J., Testa, F., Rizzi, F. (2018). The more I care, the less I will listen to you: How information, environmental concern and ethical production influence consumers’ attitudes and the purchasing of sustainable products. Journal of Cleaner Production, 175, 343-353.
Chang, C.H. (2019). Do green motives influence green product innovation? The mediating role of green value co‐creation. Corporate Social Responsibility and Environmental Management, 26(2), 330-340.
Chin, W. & Newsted, P.R. (1999). Structural equation modeling analysis with small samples using partial least squares. In Hoyle, R.H. (Ed.), Statistical Strategies for Small Sample Research, Sage, Thousand Oaks, CA.
Chin, W.W., (1998). The partial least squares approach to structural equation modelling. In G. A. Marcoulides (Ed.), Modern methods for business research. Mahwah, NJ: Lawrence Erlbaum Associates.
Cornelissen, G., Pandelaere, M., Warlop, L., & Dewitte, S. (2008). Positive cueing: Promoting sustainable consumer behaviour by cueing common environmental behaviours as environmental. International Journal of Research in Marketing, 25, 46-55.
Corsaro, D. (2019). Capturing the broader picture of value co-creation management. European Management Journal, 37(1), 99-116.
Falk, R.F., & Miller, N.B. (1992). A primer for soft modelling. Akron, OH:
Font, X., Elgammal, I., & Lamond, I. (2017). Greenhushing: the deliberate under communicating of sustainability practices by tourism businesses. Journal of Sustainable Tourism, 25(7), 1007-1023.
Fornell C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Frías-Jamilena, D.M., Polo-Peña, A.I., & Rodríguez-Molina, M.Á. (2016). The Effect of Value-Creation on Consumer-Based Destination Brand Equity. Journal of Travel Research, 56(8), 1011-1031.
Gabler, C. B., Butler, T. D., & Adams, F. G. (2013). The environmental belief-behaviour gap: Exploring barriers to green consumerism. Journal of Customer Behaviour, 12(2), 159-176.
Gonzalez-Gallarza, M., Gil-Saura, I. & Arteaga-Moreno, F. (2020). Conceptualización y medición del valor percibido: consensos y controversias. Cuadernos de Gestión, 20(1), 65-88.
Gössling, S., & Buckley, R. (2016). Carbon labels in tourism: persuasive communication? Journal of Cleaner Production, 1-12.
Gössling, S., Haglund, L., Kallgren, H., Revahl, M., & Hultman, J. (2009). Swedish air travellers and voluntary carbon offsets: Towards the co-creation of environmental value? Current Issues in Tourism, 12(1), 1-19.
Grissemann, U.S., & Stokburger-Sauer, N.E. (2012). Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance. Tourism Management, 33(6), 1483-1492.
Hair, J.F., Hult, G. T.M., Ringle, C.M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modelling (PLS-SEM) (2nd ed.). Thousand Oaks, CA: Sage.
Hair, J.F., Sarstedt, M., Ringle, C.M., & Gudergan, S.P. (2018), Advanced issues in partial least squares structural equation modelling (PLSSEM). Thousand Oaks, CA: Sage.
Han, W., McCabe, S., Wang, Y., & Chong, A.Y.L. (2018). Evaluating user-generated content in social media: an effective approach to encourage greater pro-environmental behavior in tourism? Journal of Sustainable Tourism, 26(4), 600-614.
Henseler, J., Ringle, C.M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modelling. Journal of the academy of marketing science, 43(1), 115-135.
Henseler, J., Ringle, C.M., & Sarstedt, M. (2016). Testing measurement invariance of com- posites using partial least squares. International Marketing Review, 33(3), 405-431.
Hudson, S., Hudson, L. (2017). Marketing for Tourism, Hospitality and Events. A Global and Digital Approach. SAGE., London.
Kaushal, V., & Srivastava, S. (2021). Hospitality and tourism industry amid COVID-19 pandemic: Perspectives on challenges and learnings from India. International journal of hospitality management, 92, 102707.
Kim, J., Kim, J., & Marshall, R. (2016). Are two arguments always better than one? European Journal of Marketing, 50(7/8), 1399-1425.
Kollmuss, A. & Agyeman, J. (2002). Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior?, Environmental Education Research, 8 (3), 239-260.
Lee, D.H., & Park, C.W. (2007). Conceptualization and measurement of multidimensionality of integrated marketing communications. Journal of Advertising Research, 47, 222-236.
Moise, M.S, Gil-Saura, I., & Ruiz-Molina, M.E. (2020). Implications of Value Co-Creation in Green Hotels: The Moderating Effect of Trip Purpose and Generational Cohort. Sustainability, 12(23), 9866.
Moise, М.S., Gil-Saura, I., & Ruiz-Molina, M.E. (2018). Effects of green practices on guest satisfaction and loyalty. European Journal of Tourism Research, 20(20), 92-104.
Nunnally, J.C., & Bernstein, I.H. (1994). Validity. Psychometric theory, 3, 99-132.
Opata, C.N., Xiao, W., Nusenu, A.A., Tetteh, S., & Asante Boadi, E. (2019). The impact of value co-creation on satisfaction and loyalty: the moderating effect of price fairness (empirical study of automobile customers in Ghana). Total Quality Management & Business Excellence, 1-15.
Payne, A.F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83-96.
Porcu, L., Barrio-garcía, S., Alcántara-pilar, J.M., & Crespo-almendros, E. (2019). Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry. International Journal of Hospitality Management, 80(01), 13-24.
Preziosi, M., Tourais, P., Acampora, A., Videira, N., & Merli, R. (2019). The role of environmental practices and communication on guest loyalty: Examining EU-Ecolabel in Portuguese hotels. Journal of Cleaner Production, 237, 1-13.
Reid, M. (2005). Performance auditing of integrated marketing communications (IMC) actions and outcomes, Journal ofAdvertising, 34(4), 41-54.
Sarmah, B., Kamboj, S., & Rahman, Z. (2017). Co-creation in hotel service innovation using smart phone apps: an empirical study. International Journal of Contemporary Hospitality Management, 29(10), 2647-2667.
Schmitt, M.T., Aknin, L.B., Axsen, J., & Shwom, R.L. (2018). Unpacking the Relationships Between Pro-environmental Behavior, Life Satisfaction, and Perceived Ecological Threat. Ecological Economics, 143, 130-140.
Šerić, M., & Gil-Saura, I. (2012). ICT, IMC, and Brand Equity in High-Quality Hotels of Dalmatia: An Analysis From Guest Perceptions. Journal of Hospitality Marketing & Management, 21(8), 821-851.
Šerić, M., Gil-Saura, I., & Ozretić-Došen, Đ. (2015). Insights on integrated marketing communications: implementation and impact in hotel companies. International Journal of Contemporary Hospitality Management, 27(5), 958-979.
Šerić, M., Gil-Saura, I., & Ruiz-Molina, M.E. (2014). How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry. International Journal of Hospitality Management, 39, 144-156.
Šerić, M., Ozretić-Došen, Đ., & Škare, V. (2020). How can perceived consistency in marketing communications influence customer–brand relationship outcomes? European Management Journal, 38(2), 335-343.
Teng, C.-C., Lu, A. C.C., & Huang, T.-T. (2018). Drivers of consumers’ behavioral intention toward green hotels. International Journal of Contemporary Hospitality Management, 30(2), 1134-1151.
Tölkes, C. (2018). The role of sustainability communication in the attitude–behaviour gap of sustainable tourism. Tourism and Hospitality Research, 1-12.
UNWTO (2016). Tourism Highlights 2016 Edition (World Tourism Organization, 2016). Available at: http://www.e-unwto.org/doi/pdf/10.18111/9789284418145
Vargo, S.L., & Lusch, R.F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10.
Vargo, S.L., Maglio, P.P. and Akaka, M.A. (2008). On value and value cocreation: a service systems and service logic perspective. European Management Journal, 26, 145-152.
Vega-Vazquez, M., Ángeles Revilla-Camacho, M., & Cossío-Silva, F. (2013). The value co-creation process as a determinant of customer satisfaction. Management Decision, 51(10), 1945-1953.
Verma, V.K., Chandra, B., & Kumar, S. (2019). Values and ascribed responsibility to predict consumers’ attitude and concern towards green hotel visit intention. Journal of Business Research, 96, 206-216.
Villarino, J., & Font, X. (2015). Sustainability marketing myopia: The lack of sustainability communication persuasiveness. Journal of Vacation Marketing, 2-11.
Wang, J., Wang, S., Xue, H., Wang, Y., & Li, J. (2018). Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials. Journal of Cleaner Production, 181, 426-436.
Wehrli, R., Priskin, J., Demarmels, S., & Schaffner, D. (2014). How to communicate sustainable tourism products to customers: results from a choice experiment. Current Issues in Tourism, 20(13), 1375-1394.
Williams, P. & Soutar, G.N. (2009). Value, Satisfaction and Behavioural Intentions in an Adventure Tourism Context. Annals of Tourism Research, 36 (3), 413-438.
Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279-1284.
Downloads
Published
2022-11-24
How to Cite
Hadi, A. S. (2022). THE ROLE OF ECOLOGICAL KNOWLEDGE AS A MEDIATOR OF THE RELATIONSHIP BETWEEN INTEGRATED MARKETING COMMUNICATIONS AND CUSTOMER SATISFACTION. Management and Sustainable Development Journal, 4(2), 90–102. https://doi.org/10.46229/msdj.v4i2.504
Issue
Section
Articles
License
Copyright @2021. This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License which permits unrestricted use, distribution, and reproduction in any medium. Copyrights of all materials published in MSDJ are freely available without charge to users or / institutions. Users are allowed to read, download, copy, distribute, search, or link to full-text articles in this journal without asking by giving appropriate credit, provide a link to the license, and indicate if changes were made. All of the remixes, transform, or build upon the material must distribute the contributions under the same license as the original.
