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Online communication about accommodation facilities during the collection of customer feedback

Author

Listed:
  • Jitka Novotová
  • Jozefina Simová
  • Jitka Vávrová

Abstract

This paper addresses the implementation of Internet marketing communications for feedback collection by accommodation facilities in the Czech Republic, particularly in northern and eastern Bohemia. The primary goal of the present paper was to analyze the extent and the tools used to help Czech lodging establishments collect feedback from their customers. Data were collected during an online survey targeting the managers and owners of accommodation facilities in the selected areas. This research revealed that personal interviews, email and social networks are the most commonly used feedback tools. We also discovered that large lodging establishments with more than 29 beds implemented the highest number of feedback tools. In terms of customer acquisition, 81% of the respondents evaluated web-based feedback instruments as very effective. We showed that publically shared reviews are considered to have a significant impact on customer behaviour.

Suggested Citation

  • Jitka Novotová & Jozefina Simová & Jitka Vávrová, 2016. "Online communication about accommodation facilities during the collection of customer feedback," Ekonomika a Management, Prague University of Economics and Business, vol. 2016(3).
    • Handle: RePEc:prg:jnleam:v:2016:y:2016:i:3:id:277
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    References listed on IDEAS

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    1. Gruen, Thomas W. & Osmonbekov, Talai & Czaplewski, Andrew J., 2006. "eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty," Journal of Business Research, Elsevier, vol. 59(4), pages 449-456, April.
    2. Hogan, John E. & Lemon, Katherine N. & Libai, Barak, 2004. "Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness," Journal of Advertising Research, Cambridge University Press, vol. 44(3), pages 271-280, September.
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    More about this item

    Keywords

    Marketing communication; Feedback collection; Accommodation facilities; Personal feedback collection; Email; Social networks; Marketing communication; Feedback collection; Accommodation facilities; Personal feedback collection; Email; Social networks;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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