ABSTRACT

Electronic word-of-mouth (eWOM) is an important marketing tool for achieving positive customer-related outcomes and firm performance. However, eWOM management is not well understood. This study explores how eWOM management can be utilized to optimize firm performance. Using a multiple case study approach, in-depth interviews were conducted with senior managers who were involved in the management of eWOM from nine hotels, and their websites and marketing materials were analyzed. eWoM digital platforms give even resource-constrained smaller hotels timely review analytics that can be used for the purpose of brand reputation strategy decisions. That is, those hotels that focus their limited resources on developing authentic response systems and create unique communication capabilities which are leveraged for eWOM reputation as a competitive advantage. These findings highlight that successful hotels use eWoM data analytics for decisions related long-term signaling strategies: as hotels can extend their authentic voice or an organizational character within their eWOM responses over time to complement their optimal brand position.

摘要

电子口碑 (eWOM) 是实现积极的客户相关成果和公司业绩的重要营销工具。然而，eWOM 管理还不是很清楚。本研究探讨了如何利用 eWOM 管理来优化公司绩效。采用多案例研究方法，对九家酒店参与eWOM管理的高级管理人员进行了深入访谈，并分析了他们的网站和营销材料。eWoM 数字平台为资源有限的小型酒店提供及时的评论分析，可用于品牌声誉战略决策。也就是说，那些将有限资源集中在开发真实响应系统并创建独特的沟通能力的酒店，这些能力被利用来获得 eWOM 声誉作为竞争优势。