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Conséquences des réponses managériales aux avis en ligne by Finadri, Michele

Conséquences des réponses managériales aux avis en ligne

by Michele Finadri
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Book cover type: Paperback
  • ISBN13: 9786200762054
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Editions Notre Savoir
  • Publisher Imprint: Editions Notre Savoir
  • Publication Date:
  • Pages: 104
  • Original Price: GBP 47.76
  • Language: French
  • Edition: N/A
  • Item Weight: 150 grams
  • BISAC Subject(s): Marketing / General

L'objectif principal de ce travail est de comprendre l'effet des r�ponses manag�riales aux avis en ligne. Le livre commence par une revue de la litt�rature qui explique l'importance du bouche-�-oreille �lectronique et des avis en ligne pour le comportement d'achat des consommateurs. Ensuite, une introduction et une explication des effets des �valuations de produits sont pr�sent�es, suivies d'une revue de la litt�rature sur les concepts de gestion de la r�putation et de la r�cup�ration. Enfin, une analyse des �tudes pr�c�dentes sur les r�ponses manag�riales aux avis en ligne est r�alis�e. La partie principale de notre travail consiste ensuite � d�terminer s'il est utile pour les managers de r�pondre aux avis en ligne, en tenant �galement compte de la note attribu�e au produit. � travers une exp�rience, nous testons si le fait de r�pondre aux avis en ligne peut apporter une valeur ajout�e aux clients et am�liorer leur comportement d'achat. Toutes les recherches pr�c�dentes portaient sur le secteur des services, en particulier l'h�tellerie. Les r�sultats de ces recherches �taient �galement mitig�s: par exemple, Qiang (2009) et Proserpio (2015) ont constat� que la notation des h�tels augmentait lorsque les managers commen�aient � r�pondre aux avis en ligne, mais Mayzlin (2015) a constat� que les r�ponses faisaient en r�alit� baisser la note attribu�e.

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