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Consequências das respostas gerenciais às avaliações online by Finadri, Michele

Consequências das respostas gerenciais às avaliações online

by Michele Finadri
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Book cover type: Paperback
  • ISBN13: 9786200762016
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edicoes Nosso Conhecimento
  • Publisher Imprint: Edicoes Nosso Conhecimento
  • Publication Date:
  • Pages: 100
  • Original Price: GBP 47.76
  • Language: Portuguese
  • Edition: N/A
  • Item Weight: 146 grams
  • BISAC Subject(s): Marketing / General

O principal objetivo do trabalho � compreender o efeito das respostas gerenciais �s avalia��es online. Em particular, o livro come�a com uma revis�o da literatura que explica a import�ncia do boca a boca eletr�nico e das avalia��es online para o comportamento de compra dos consumidores. Em segundo lugar, � apresentada uma introdu��o e uma explica��o dos efeitos das avalia��es de produtos, seguida de uma revis�o da literatura sobre os conceitos de reputa��o e gest�o de recupera��o. Por fim, � feita uma an�lise de estudos anteriores sobre as respostas gerenciais �s avalia��es online. A parte principal do nosso trabalho concentra-se em compreender se vale a pena os gestores responderem �s avalia��es online, levando tamb�m em considera��o a classifica��o do produto. Atrav�s de uma experi�ncia, � testado se responder �s avalia��es online pode agregar valor para os clientes e melhorar o seu comportamento de compra. Todas as pesquisas anteriores foram baseadas no setor de servi�os, especialmente na hotelaria. Os resultados desta pesquisa tamb�m foram mistos: por exemplo, Qiang (2009) e Proserpio (2015) descobriram que a classifica��o dos hot�is aumenta quando os gestores come�am a responder �s avalia��es online, mas Mayzlin (2015) descobriu que as respostas, na verdade, diminu�ram a classifica��o por estrelas.

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