Abstract
A positive online reputation is one of the most powerful marketing assets a business can possess. Thanks to ubiquitous electronic Word of Mouth (eWOM) the internet has become saturated with online ratings and rankings on consumer satisfaction as a plethora of review sites vie for dominance in the world of reputation marketing.
Disconcertingly, the survey design, data collection methods and analytical techniques employed for generating such ratings can vary markedly from review site to review site - in transparency, value and reliability.
This is especially so in the hospitality industry where hotel review postings, in particular, often attract suspicion, debate and disagreement. It is against this backdrop that a critical appraisal of the Which? Travel Large UK Hotel Chains 2016 survey operation was undertaken.
Disconcertingly, the survey design, data collection methods and analytical techniques employed for generating such ratings can vary markedly from review site to review site - in transparency, value and reliability.
This is especially so in the hospitality industry where hotel review postings, in particular, often attract suspicion, debate and disagreement. It is against this backdrop that a critical appraisal of the Which? Travel Large UK Hotel Chains 2016 survey operation was undertaken.
| Original language | English |
|---|---|
| Title of host publication | Host publication |
| Number of pages | 13 |
| Publication status | Published - 2018 |
| Event | Stochastic Modeling Techniques and Data Analysis International Conference - Cultural Centre of Chania, chania, Greece Duration: 12 Jun 2018 → 15 Jun 2018 http://www.smtda.net/ |
Conference
| Conference | Stochastic Modeling Techniques and Data Analysis International Conference |
|---|---|
| Abbreviated title | SMTDA2018 |
| Country/Territory | Greece |
| City | chania |
| Period | 12/06/18 → 15/06/18 |
| Internet address |
Keywords
- Composite indicators
- Customer satisfaction
- Ordinal scores
- Voluntary response sampling.