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Publication
Análise da relação entre a gestão de plataformas de social media e o eWOM: uma perspetiva de gestores hoteleiros em Portugal
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.7 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Os clientes utilizam cada vez mais a internet como forma de manifestar as suas opiniões e frustrações pelos serviços prestados, partilhando informações úteis através das plataformas online. Em contrapartida, os potenciais clientes têm em consideração as recomendações quando estão no processo de decisão e tendem a ser sensíveis às avaliações positivas e negativas feitas por outros consumidores.
Pela sua importância, importa estudar a relação entre a maneira como os gestores hoteleiros encaram as ferramentas de social media e a repercussão que isso tem nas avaliações dos clientes. Assim, esta investigação tem como objetivo estudar a relação entre a intensidade de utilização, o compromisso e a competência com as ferramentas de social media e as avaliações positivas e negativas através de eWOM.
Para tal, adotou-se uma pesquisa descritiva, com uma abordagem qualitativa através de inquérito por questionário, tendo sido respondido por 60 gestores hoteleiros portugueses utilizadores da plataforma TripAdvisor.
Os resultados mostraram que existe uma relação positiva entre as avaliações positivas através de eWOM e as variáveis estudadas, ou seja, quanto maior a intensidade de utilização, a competência e o compromisso, maior a tendência para os clientes avaliarem positivamente através desta ferramenta. O contrário também se verifica, uma menor utilização, poucas competências e falta de compromisso traduzem-se numa tendência para avaliações negativas através de eWOM.
Assim, conclui-se que se os gestores pretenderem aumentar o nível de avaliações positivas, devem garantir a utilização frequente das plataformas de avaliação/revisão, melhorando as suas competências e trabalhando com compromisso. Além disso, é importante os gestores de topo terem conhecimentos e utilizarem as ferramentas de social media e que a organização adote uma estratégia de social media
Customers increasingly use the Internet as a means of expressing their opinions and frustrations about the services provided, sharing useful information through online platforms. On the other hand, potential customers take recommendations into account when they are in the decision-making process and tend to be sensitive to positive and negative assessments made by other consumers. Because of its importance, it is important to study the relationship between the way in which hotel managers view social media tools and the repercussions that this has on client evaluations. Thus, this research aims to study the relationship between intensity of use, commitment and competence with social media tools and positive and negative evaluations through eWOM. For this, a descriptive research was adopted, with a qualitative approach through a questionnaire survey, that was answered by 60 Portuguese hotel managers that use the TripAdvisor platform. The results showed that there is a positive relation between the positive evaluations through eWOM and the variables studied, that is, the greater the intensity of use, the competence and the commitment, the greater the tendency for the clients to evaluate positively through this tool. On the contrary, less use, less skills and lack of commitment translate into a tendency for negative evaluations through eWOM. Thus, it is concluded that if managers want to increase the level of positive assessments, they should ensure the frequent use of evaluation / review platforms, improving their skills and working with commitment. In addition, it is important for top managers to have knowledge and use social media tools and for the organization to adopt a social media strategy.
Customers increasingly use the Internet as a means of expressing their opinions and frustrations about the services provided, sharing useful information through online platforms. On the other hand, potential customers take recommendations into account when they are in the decision-making process and tend to be sensitive to positive and negative assessments made by other consumers. Because of its importance, it is important to study the relationship between the way in which hotel managers view social media tools and the repercussions that this has on client evaluations. Thus, this research aims to study the relationship between intensity of use, commitment and competence with social media tools and positive and negative evaluations through eWOM. For this, a descriptive research was adopted, with a qualitative approach through a questionnaire survey, that was answered by 60 Portuguese hotel managers that use the TripAdvisor platform. The results showed that there is a positive relation between the positive evaluations through eWOM and the variables studied, that is, the greater the intensity of use, the competence and the commitment, the greater the tendency for the clients to evaluate positively through this tool. On the contrary, less use, less skills and lack of commitment translate into a tendency for negative evaluations through eWOM. Thus, it is concluded that if managers want to increase the level of positive assessments, they should ensure the frequent use of evaluation / review platforms, improving their skills and working with commitment. In addition, it is important for top managers to have knowledge and use social media tools and for the organization to adopt a social media strategy.
Description
Keywords
Ferramentas de social media Gestão hoteleira Intensidade de utilização Compromisso Competência e-WOM