Francisco Peco-Torres, A. I. Polo-Peña, D. M. Frías jamilena
{"title":"Antecedents and consequences of strategic online-reputation management: moderating effect of online tools","authors":"Francisco Peco-Torres, A. I. Polo-Peña, D. M. Frías jamilena","doi":"10.1108/jhtt-05-2021-0144","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThis study aims to examine the antecedents and consequences of strategic online-reputation management among tourism firms. It is proposed that customer relationship management (CRM) is an antecedent of strategic online-reputation management, brand equity is a consequence of strategic online-reputation management and the use of online tools moderates the effect of strategic online-reputation management and CRM on brand equity.\n\n\nDesign/methodology/approach\nA quantitative empirical study is conducted among online marketing managers of chain hotels. Structural equation modeling (SEM) is used to verify the proposed relationships.\n\n\nFindings\nThe results show that CRM is an antecedent of strategic online-reputation management, and that strategic online-reputation management and CRM exert a positive effect on brand equity among firms that frequently use a range of online tools. No such effect is found in cases of limited usage of online tools.\n\n\nPractical implications\nTourism firms seeking to achieve greater brand equity by means of strategic online-reputation management should implement CRM and make extensive use of online tools.\n\n\nOriginality/value\nThe main contributions of this study are that it analyzes the antecedents and consequences of strategic online-reputation management jointly and empirically; studies the moderating role of the use of online tools in the effect of online strategies – such as online-reputation management and CRM – on brand equity; and studies the consequences of CRM in online media.\n","PeriodicalId":51611,"journal":{"name":"Journal of Hospitality and Tourism Technology","volume":" ","pages":""},"PeriodicalIF":5.3000,"publicationDate":"2023-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Hospitality and Tourism Technology","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jhtt-05-2021-0144","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 1
Abstract
Purpose
This study aims to examine the antecedents and consequences of strategic online-reputation management among tourism firms. It is proposed that customer relationship management (CRM) is an antecedent of strategic online-reputation management, brand equity is a consequence of strategic online-reputation management and the use of online tools moderates the effect of strategic online-reputation management and CRM on brand equity.
Design/methodology/approach
A quantitative empirical study is conducted among online marketing managers of chain hotels. Structural equation modeling (SEM) is used to verify the proposed relationships.
Findings
The results show that CRM is an antecedent of strategic online-reputation management, and that strategic online-reputation management and CRM exert a positive effect on brand equity among firms that frequently use a range of online tools. No such effect is found in cases of limited usage of online tools.
Practical implications
Tourism firms seeking to achieve greater brand equity by means of strategic online-reputation management should implement CRM and make extensive use of online tools.
Originality/value
The main contributions of this study are that it analyzes the antecedents and consequences of strategic online-reputation management jointly and empirically; studies the moderating role of the use of online tools in the effect of online strategies – such as online-reputation management and CRM – on brand equity; and studies the consequences of CRM in online media.
期刊介绍：
The Journal of Hospitality and Tourism Technology is the only journal dedicated solely for research in technology and e-business in tourism and hospitality. It is a bridge between academia and industry through the intellectual exchange of ideas, trends and paradigmatic changes in the fields of hospitality, IT and e-business. It covers: -E-Marketplaces, electronic distribution channels, or e-Intermediaries -Internet or e-commerce business models -Self service technologies -E-Procurement -Social dynamics of e-communication -Relationship Development and Retention -E-governance -Security of transactions -Mobile/Wireless technologies in commerce -IT control and preparation for disaster -Virtual reality applications -Word of Mouth. -Cross-Cultural differences in IT use -GPS and Location-based services -Biometric applications -Business intelligence visualization -Radio Frequency Identification applications -Service-Oriented Architecture of business systems -Technology in New Product Development
京公网安备 11010802042870号
京ICP备2023020795号-1
分享
求助内容：
应助结果提醒方式：
扫码关注我们
