Management response to eWOM in rural lodging establishments

  1. Rosa M. Hernandez-Maestro 1
  1. 1 Department of Administration and Business Economics and IME, University of Salamanca
Revista:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Año de publicación: 2020

Volumen: 24

Número: 2

Páginas: 263-278

Tipo: Artículo

DOI: 10.1108/SJME-11-2019-0093 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Spanish journal of marketing-ESIC

Resumen

Proposito – Al objeto de mejorar su reputacion online, las empresas progresivamente estan adoptando un papel mas activo ante las reseñas online de los clientes, ofreciendo respuestas online a dichas reseñas. Por tanto, es necesario que las empresas conozcan mejor los efectos de responder online. Este estudio examina si resulta beneficioso responder a las reseñas y si expresar agradecimiento potencia el efecto de responder. Diseño/metodología/enfoque – A partir de datos sobre reseñas online de clientes y respuestas de la empresa, correspondientes a una muestra de 766 alojamientos de turismo rural de Toprural (www.toprural. com), se realizan analisis con NVivo y SmartPLS. Resultados – Responder a reseñas negativas mejora las puntuaciones medias del establecimiento en Toprural. Sin embargo, responder a reseñas positivas no tiene un efecto directo significativo. Ademas, expresar agradecimiento en las respuestas modera positivamente el efecto de responder. No obstante, esta moderacion es mas intensa en el caso de respuestas a reseñas negativas frente a las reseñas positivas. Originalidad/valor – La investigacion previa aporta evidencia contradictoria sobre los efectos de la intensidad de respuesta empresarial a las reseñas online; ademas, no se ocupa de la expresion de gratitud en particular. Este estudio aporta luz respecto al efecto directo de la intensidad de respuesta sobre las puntuaciones online y amplía la investigacion actual sobre las características de contenido de las respuestas. El marco de estudio, el turismo rural, se considera clave para un desarrollo rural sostenible y constituye un escenario donde el boca-oído electronico es especialmente importante; en consecuencia, gestionar correctamente el fenomeno es crucial.

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Información de financiación

Support was received from Toprural, which provided the data used in this research. This work was also supported by the Ministry of Economy and Competitiveness (Spain), project ECO2017-82107-R.

Financiadores

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Fuente de los datos: Dialnet