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Service Business
Erschienen in: Service Business 1/2021

04.02.2021 | Empirical article

Segmenting customers according to online word-of-mouth about hotels

verfasst von: Beatriz Moliner-Velázquez, Maria Fuentes-Blasco, Irene Gil-Saura

Erschienen in: Service Business | Ausgabe 1/2021

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Abstract

There is a renewed interest in the study of online word-of-mouth behavior due to the increasing use of the Internet and the development of social networks. This paper focuses on the receiver perspective to analyze the unequal influence of the antecedents of online consumer searches. The main purpose is to detect the heterogeneity of the effect of different motivations (convenience, risks reduction and social reassurance) and the volume of comments on the willingness to check online reviews. Based on 393 guests of hotels, a mixture regression model indicates the existence of three internally consistent segments, which reveal the varying influence on consumer intentions to look at online comments.
Vorheriger Artikel The path from role clarity to job satisfaction: natural acting and the moderating impact of perceived fairness of compensation in services
Nächster Artikel Why do individuals word-of-mouth destinations they never visited?

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1
Copy edition 2009 and successive updates available at: http://​www.​tourspain.​es/​es-es/​Paginas/​index.​aspx
 
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Metadaten
Titel
Segmenting customers according to online word-of-mouth about hotels
verfasst von
Beatriz Moliner-Velázquez
Maria Fuentes-Blasco
Irene Gil-Saura
Publikationsdatum
04.02.2021
Verlag
Springer Berlin Heidelberg
Erschienen in
Service Business / Ausgabe 1/2021
Print ISSN: 1862-8516
Elektronische ISSN: 1862-8508
DOI
https://doi.org/10.1007/s11628-020-00435-4

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