如何提升网络声誉?顾客-企业联合视角下的实证研究

IF 4.5 3区管理学 Q1 BUSINESS

Journal of Vacation Marketing Pub Date : 2023-06-20 DOI:10.1177/13567667231183480

Francisco Peco-Torres, A. I. Polo-Peña, Dolores M. Frías-Jamilena

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引用次数: 0

摘要

网络声誉对酒店公司来说至关重要，这一点在网络媒体上的消费者评分中得到了证明。本研究旨在深入了解酒店公司在线声誉的前因，从而通过(a)检查通过在线媒体实施的战略作为前因，以及(b)将公司对其所提供的价值的感知与市场的观点相结合，对文献做出双重贡献。本文对酒店企业及其消费者进行了定量实证研究。结果表明，公司对其所提供的价值的感知(“公司感知价值”)——其前身是战略性在线声誉管理和战略性使用收入管理——对在线声誉(从客户角度衡量)具有积极和显著的影响，战略性在线声誉管理对战略性使用收入管理具有积极和显著的影响。

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How to enhance online reputation? An empirical study from a joint customer–firm perspective

Online reputation is critical for hotel firms, as evidenced by consumer ratings in online media. The present study aims to develop insights into the antecedents of the hotel firm's online reputation and thus make a dual contribution to the literature by (a) examining the strategies implemented via online media as antecedents and (b) combining the firm's perception of the value it has delivered with the market's perspective. A quantitative empirical study on hotel firms and their consumers was conducted. The results show that the firm's perception of the value it has delivered (“firm perceived value”)—the antecedents of which are strategic online reputation-management and the strategic use of revenue-management—has a positive and significant effect on online reputation (as measured from the customer perspective), and that strategic online reputation-management has a positive and significant effect on the strategic use of revenue-management.

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来源期刊

Journal of Vacation Marketing Multiple-

CiteScore

9.70

自引率

15.70%

发文量

期刊介绍： Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.