Hotel improvement based on an electronic word of mouth – a process approach

• Autorzy: Rogala Piotr , Wawak Sławomir

Identyfikatory

DOI

10.58691/man/200058

• Języki publikacji: EN

Abstrakty

EN

Research background and purpose: Electronic word of mouth (eWOM) is a critical tool for understanding customer perceptions in the hospitality industry. While much research has explored the impact of eWOM on customer behavior, fewer studies have examined how hotels utilize it to drive internal improvements. This study aims to analyze the process by which hotels implement changes based on eWOM and assess the impact of these changes. Design/methodology/approach: A multiple case study methodology was employed, involving direct, semi-structured interviews with representatives from seven hotels of varying profiles, sizes, and locations. Data collection focused on understanding the processes, personnel involved, and outcomes of improvements driven by guest feedback.

Słowa kluczowe

EN

word of mouth; eWOM; hospitality industry; process management; service improvement; hotel innovation; customer focus

PL

marketing szeptany; eWOM; branża hotelarska; zarządzanie procesami; doskonalenie usług; innowacje hotelarskie; koncentracja na kliencie

• Wydawca: University of Zielona Góra, Faculty of Economics and Management
• Czasopismo: Management
• Rocznik: 2025
• Tom: Vol. 29, no. 1
• Strony: 1--16
• Opis fizyczny: Bibliogr. 25 poz., tab.

Twórcy

autor

Rogala Piotr

• Wroclaw University of Economics and Business: Branch in Jelenia Góra, Poland

• https://orcid.org/0000-0002-0956-1758

autor

Wawak Sławomir

• Krakow University of Economics, Department of Management Process, Poland

• https://orcid.org/0000-0001-6206-4489

Bibliografia

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