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Conseguenze delle risposte manageriali alle recensioni online by Finadri, Michele

Conseguenze delle risposte manageriali alle recensioni online

by Michele Finadri
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Book cover type: Paperback
  • ISBN13: 9786200762009
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edizioni Sapienza
  • Publisher Imprint: Edizioni Sapienza
  • Publication Date:
  • Pages: 100
  • Original Price: GBP 47.76
  • Language: Italian
  • Edition: N/A
  • Item Weight: 146 grams
  • BISAC Subject(s): Marketing / General

L'obiettivo principale del lavoro � comprendere l'effetto delle risposte manageriali alle recensioni online. In particolare, il libro inizia con una rassegna della letteratura che spiega l'importanza del passaparola elettronico e delle recensioni online per il comportamento d'acquisto dei consumatori. In secondo luogo, viene descritta un'introduzione e una spiegazione degli effetti delle valutazioni dei prodotti, seguita da una rassegna della letteratura sui concetti di reputazione e gestione del recupero. Infine, viene effettuata un'analisi degli studi precedenti sulle risposte manageriali alle recensioni online. La parte principale del nostro lavoro si concentra quindi sulla comprensione dell'opportunit� per i manager di rispondere alle recensioni online, tenendo conto anche della valutazione del prodotto. Attraverso un esperimento, viene verificato se rispondere alle recensioni online pu� aggiungere valore per i clienti e migliorare il loro comportamento di acquisto. Tutte le ricerche precedenti si basavano sul settore dei servizi, in particolare quello alberghiero. Anche i risultati di questa ricerca sono stati contrastanti: ad esempio, Qiang (2009) e Proserpio (2015) hanno scoperto che la valutazione degli hotel aumenta quando i manager iniziano a rispondere alle recensioni online, ma Mayzlin (2015) ha scoperto che le risposte hanno effettivamente diminuito la valutazione a stelle.

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