Aakash Aakash, Abhishek Tandon, Anu Gupta Aggarwal
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Measuring online reviewer efficiency and ranking: A DEA based approach
ABSTRACT Online reviewers are site users who share their opinion & experience over the internet and influence the perception & purchasing intentions of potential customers. Therefore, considerable attention is needed to identify credible and trustworthy online reviewers. For marketing through electronic-word-of-mouth (eWOM), it is important to find those online reviewers who have the potential to spread the product image efficiently and can positively influence the buying intention of potential customers. In this paper, we develop an innovative model based on data envelopment analysis (DEA) to identify good quality reviewers that have a commendable impact on readers or potential customers, by considering the determinants related to credibility, trustworthiness, expertise, travel experience, and identity disclosure of online reviewers as inputs/outputs in the DEA-based models. We have also ranked the reviewers using the balance index (BI) based technique. The results of this paper will aid the e-marketers to understand the variables related to reviewers which help them in finding the highly influential reviewers available on their website. The managerial and theoretical implications are also discussed for the practitioners, business managers, and researchers in the e-service sector.
期刊介绍:
The Journal of Quality Assurance in Hospitality & Tourism serves as a medium to share and disseminate new research findings, theoretical development and superior practices in hospitality and tourism. The journal aims to publish cutting-edge, empirically and theoretically sound research articles on quality planning, development, management, marketing, evaluation, and adjustments within the field. Readers of the journal stay up-to-date on the latest theory development and research findings, ways to improve business practices, successful hospitality strategies, maintenance of profit requirements, and increasing market share in this complex and growing field. Comprised of conceptual and methodological research papers, research notes, case studies, and review books and conferences the Journal of Quality Assurance in Hospitality & Tourism offers readers examples of real world practices and experiences that involve: -Organizational development and improvement -Operational and efficiency issues -Quality policy and strategy development and implementation -Quality function deployment -Quality experiences in hospitality industry -Service quality improvement and customer satisfaction -Managerial issues, such as employee empowerment & benefits, quality costs, & returns on investment -The role and participation of private and public sectors, including residents -International, national, and regional tourism; tourism destination sites; arid systems of tourism