Loading...
Publication
Uma análise qualitativa aos comentários do TripAdvisor : o caso dos restaurantes de São Miguel
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.02 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A atividade das comunidades virtuais é uma das maiores mudanças a que se assistiu nos negócios, levando os marketeers a dedicarem cada vez mais atenção a essas comunidades por compreenderem a sua importância para a gestão do relacionamento com o cliente e para o seu envolvimento com a marca. Outra importante tendência que se tem revelado é que os media sociais obtêm cada vez mais confiança e o consumidor valoriza muito a opinião e os comentários dos outros consumidores, ou seja, os conteúdos gerados pelos utilizadores e o e-word-of-mouth.
O TripAdvisor, que afirma ser o serviço mais popular e a maior comunidade de viagens do mundo, é uma plataforma que pode e merece ser estudada e acompanhada pelos gestores das organizações prestadoras de serviços de viagens e de turismo que reconhecem a importância da gestão do relacionamento com o cliente e da gestão da reputação da marca.
O propósito deste trabalho foi analisar comentários e avaliações efetuados pelos utilizadores no TripAdvisor em relação aos 10 melhores restaurantes de São Miguel, nas categorias de Qualidade da comida, Preço, Ambiente, Qualidade do Serviço, Rapidez do Serviço, Limpeza/Higiene, Variedade do Menu, Apresentação do Prato, Localização do Restaurante e Horário de Funcionamento.
Os resultados apontam que a qualidade da comida, a qualidade do serviço e o ambiente são as categorias que recebem maior número de comentários positivos, enquanto a qualidade do serviço e o preço merecem mais comentários negativos. Contudo, os restaurantes negligenciam estas avaliações, deixando-as sem a devida resposta.
Pretende-se ilustrar como os proprietários e gestores podem utilizar essa informação para melhorarem a reputação dos respetivos restaurantes, atendendo a que o e-word-of-mouth tem uma forte influência no processo de decisão de compra de futuros clientes, utilizadores dessas plataformas digitais, e ainda aumentarem o nível de satisfação dos clientes atuais, para os manter fiéis e repetirem a compra.
ABSTRACT: The activity of virtual communities is one of the biggest changes seen in business. This leads marketers to devote more and more attention to these communities because they understand the importance in managing the customer relationship and its involvement with the brand. Another important trend is that social media are getting more and more confidence and the consumer greatly values the opinions and comments of other consumers, such as user generated content and e-word-of-mouth. TripAdvisor, which claims to be the most popular service and the largest travel community in the world, is a platform that can and deserves to be studied and accompanied by the managers of travel and tourism service organizations who recognize the importance of relationship management with the customer and the management of brand reputation. The purpose of this work was to analyze 200 reviews and ratings made by users on TripAdvisor on the Top 10 restaurants of São Miguel. In the following categories: Food Quality, Price, Environment, Quality of Service, Speed Service, Cleaning/Hygiene, Menu Variety, Dish Presentation, Restaurant Location and Hours of Operation. The reviews and ratings were collected in the 5th of November of the year 2018. The results indicate that the quality of the food, the quality of service and the environment are the categories that receive the highest number of positive comments, while the quality of service and the price deserve more negative comments. However, restaurants neglect these assessments, leaving them unanswered. It is intended to illustrate how owners and managers can use this information to improve the reputation of their restaurants. E-word-of-mouth has a strong influence on the decision-making process of future customers that are users of these digital platforms. E-word-of-mouth also increases the level of satisfaction of current customers, to keep them faithful and to repeat the purchase.
ABSTRACT: The activity of virtual communities is one of the biggest changes seen in business. This leads marketers to devote more and more attention to these communities because they understand the importance in managing the customer relationship and its involvement with the brand. Another important trend is that social media are getting more and more confidence and the consumer greatly values the opinions and comments of other consumers, such as user generated content and e-word-of-mouth. TripAdvisor, which claims to be the most popular service and the largest travel community in the world, is a platform that can and deserves to be studied and accompanied by the managers of travel and tourism service organizations who recognize the importance of relationship management with the customer and the management of brand reputation. The purpose of this work was to analyze 200 reviews and ratings made by users on TripAdvisor on the Top 10 restaurants of São Miguel. In the following categories: Food Quality, Price, Environment, Quality of Service, Speed Service, Cleaning/Hygiene, Menu Variety, Dish Presentation, Restaurant Location and Hours of Operation. The reviews and ratings were collected in the 5th of November of the year 2018. The results indicate that the quality of the food, the quality of service and the environment are the categories that receive the highest number of positive comments, while the quality of service and the price deserve more negative comments. However, restaurants neglect these assessments, leaving them unanswered. It is intended to illustrate how owners and managers can use this information to improve the reputation of their restaurants. E-word-of-mouth has a strong influence on the decision-making process of future customers that are users of these digital platforms. E-word-of-mouth also increases the level of satisfaction of current customers, to keep them faithful and to repeat the purchase.
Description
Dissertação de Mestrado, Ciências Económicas e Empresariais, especialização em Marketing, 17 junho de 2019, Universidade dos Açores.
Keywords
eWOM Marketing de Serviços Qualidade de Serviço Restauração Satisfação Cliente TripAdvisor Ilha de São Miguel (Açores) Content Analysis Restaurants Text Mining
Citation
Santos, Pedro Rui Ferreira. "Uma análise qualitativa aos comentários do TripAdvisor: o caso dos restaurantes de São Miguel". 2019. 97 p.. (Dissertação de Mestrado em Ciências Económicas e Empresariais, especialização em Marketing). Ponta Delgada: Universidade dos Açores, 2019. [Consult. Dia Mês Ano]. Disponível em www:<http://hdl.handle.net/10400.3/5203>.