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Folgen von Reaktionen des Managements auf Online-Bewertungen by Finadri, Michele

Folgen von Reaktionen des Managements auf Online-Bewertungen

by Michele Finadri
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Book cover type: Paperback
  • ISBN13: 9786200762153
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Verlag Unser Wissen
  • Publisher Imprint: Verlag Unser Wissen
  • Publication Date:
  • Pages: 104
  • Original Price: GBP 47.76
  • Language: German
  • Edition: N/A
  • Item Weight: 150 grams
  • BISAC Subject(s): Marketing / General

Das Hauptziel der Arbeit ist es, die Auswirkungen von Reaktionen des Managements auf Online-Bewertungen zu verstehen. Das Buch beginnt mit einer Literaturrecherche, die die Bedeutung von elektronischer Mundpropaganda und Online-Bewertungen f�r das Kaufverhalten von Verbrauchern erl�utert. Anschlie end werden die Auswirkungen von Produktbewertungen vorgestellt und erl�utert, gefolgt von einer Literaturrecherche zu den Konzepten Reputations- und Wiederherstellungsmanagement. Abschlie end wird eine Analyse fr�herer Studien zu Reaktionen des Managements auf Online-Bewertungen vorgenommen. Der Hauptteil unserer Arbeit konzentriert sich dann darauf, zu verstehen, ob es sich f�r Manager lohnt, auf Online-Bewertungen zu antworten, wobei auch die Bewertung des Produkts ber�cksichtigt wird. Anhand eines Experiments wird getestet, ob die Beantwortung von Online-Bewertungen einen Mehrwert f�r die Kunden darstellen und ihr Kaufverhalten verbessern kann. Alle bisherigen Untersuchungen basierten auf der Dienstleistungsbranche, insbesondere dem Gastgewerbe. Die Ergebnisse dieser Untersuchungen waren ebenfalls gemischt: So stellten Qiang (2009) und Proserpio (2015) fest, dass die Bewertungen von Hotels steigen, wenn Manager beginnen, auf Online-Bewertungen zu reagieren, w�hrend Mayzlin (2015) feststellte, dass Antworten die Sternebewertung sogar verschlechterten.

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