Measuring online reviewer efficiency and ranking: A DEA based approach

IF 2.6 4区管理学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Quality Assurance in Hospitality & Tourism Pub Date : 2022-01-22 DOI:10.1080/1528008X.2022.2029665

Aakash Aakash, Abhishek Tandon, Anu Gupta Aggarwal

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引用次数: 0

Abstract

ABSTRACT Online reviewers are site users who share their opinion & experience over the internet and influence the perception & purchasing intentions of potential customers. Therefore, considerable attention is needed to identify credible and trustworthy online reviewers. For marketing through electronic-word-of-mouth (eWOM), it is important to find those online reviewers who have the potential to spread the product image efficiently and can positively influence the buying intention of potential customers. In this paper, we develop an innovative model based on data envelopment analysis (DEA) to identify good quality reviewers that have a commendable impact on readers or potential customers, by considering the determinants related to credibility, trustworthiness, expertise, travel experience, and identity disclosure of online reviewers as inputs/outputs in the DEA-based models. We have also ranked the reviewers using the balance index (BI) based technique. The results of this paper will aid the e-marketers to understand the variables related to reviewers which help them in finding the highly influential reviewers available on their website. The managerial and theoretical implications are also discussed for the practitioners, business managers, and researchers in the e-service sector.

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衡量在线评论者的效率和排名：一种基于DEA的方法

摘要在线评论者是指通过互联网分享自己的观点和经验，并影响潜在客户的感知和购买意愿的网站用户。因此，需要相当多的注意力来识别可信和值得信赖的在线评论者。对于电子口碑营销，重要的是找到那些有潜力有效传播产品形象并能积极影响潜在客户购买意愿的在线评价者。在本文中，我们开发了一个基于数据包络分析（DEA）的创新模型，通过将在线评审员的可信度、可信度、专业知识、旅行体验和身份披露相关的决定因素作为基于DEA的模型中的输入/输出，来识别对读者或潜在客户有值得称赞影响的优质评审员。我们还使用基于平衡指数（BI）的技术对评审人员进行了排名。本文的结果将有助于电子营销人员了解与评审员相关的变量，这有助于他们在网站上找到具有高度影响力的评审员。还讨论了对电子服务行业从业者、企业经理和研究人员的管理和理论影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Quality Assurance in Hospitality & Tourism HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

7.00

自引率

18.20%

发文量

期刊介绍： The Journal of Quality Assurance in Hospitality & Tourism serves as a medium to share and disseminate new research findings, theoretical development and superior practices in hospitality and tourism. The journal aims to publish cutting-edge, empirically and theoretically sound research articles on quality planning, development, management, marketing, evaluation, and adjustments within the field. Readers of the journal stay up-to-date on the latest theory development and research findings, ways to improve business practices, successful hospitality strategies, maintenance of profit requirements, and increasing market share in this complex and growing field. Comprised of conceptual and methodological research papers, research notes, case studies, and review books and conferences the Journal of Quality Assurance in Hospitality & Tourism offers readers examples of real world practices and experiences that involve: -Organizational development and improvement -Operational and efficiency issues -Quality policy and strategy development and implementation -Quality function deployment -Quality experiences in hospitality industry -Service quality improvement and customer satisfaction -Managerial issues, such as employee empowerment & benefits, quality costs, & returns on investment -The role and participation of private and public sectors, including residents -International, national, and regional tourism; tourism destination sites; arid systems of tourism