Electronic Word-of-Mouth and Customer Experience in Hong Kong: Empirical Evidence and Managerial Strategies for the Digital Age
Keywords:
eWOM, Customer Experience, regression, sentimentAbstract
Electronic word-of-mouth (eWOM) has become a decisive factor in shaping customer experience and business performance in Hong Kong’s digitally saturated and highly competitive market. Using a mixed-methods design with a stratified online survey of 450 respondents and secondary data, this study examines how four eWOM dimensions—volume, sentiment, source credibility, and platform usage—affect customer experience outcomes such as trust, satisfaction, and engagement. Quantitative analyses, including regression, correlation, and ANOVA, reveal that higher eWOM volume, more positive sentiment, and higher perceived source credibility are significantly associated with enhanced customer experience, while platform differences moderate engagement and response patterns. The findings support a set of actionable strategies for firms in Hong Kong to monitor, shape, and leverage eWOM, emphasizing proactive reputation management, platform-specific tactics, and integration of eWOM insights into customer experience management systems
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