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How Review Valence Benefits Umrah Sales Performance: The Moderating Role Of Price, Muhamad Izaidi Ishak, Amran Harun
How Review Valence Benefits Umrah Sales Performance: The Moderating Role Of Price, Muhamad Izaidi Ishak, Amran Harun
International Journal of Religious Tourism and Pilgrimage
The influence of online consumer reviews on a firm’s sales performance has not yet been investigated in the field of Umrah. In addition, the literature does not explain how price moderates the relationship between online consumer reviews and a firm’s sales performance. Thus, the research objective of this paper is to examine the influence of Umrah online consumer reviews, specifically review valence, on Umrah operator sales performance, with Umrah package price acting as the moderator. 82 Malaysian Umrah operators were involved in this study. The secondary data for Umrah online consumer reviews were collected from Google Maps reviews, which matched …