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Sustainability 2018, 10(5), 1603; https://doi.org/10.3390/su10051603

Gap Analysis of the Online Reputation

1
Department of Economics and Business, University of Las Palmas de Gran Canaria, 35001 LasPalmas, Spain
2
ICSE, 35007 Las Palmas, Spain
*
Author to whom correspondence should be addressed.
Received: 9 April 2018 / Revised: 27 April 2018 / Accepted: 12 May 2018 / Published: 16 May 2018
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Abstract

Online reputation is a strategic element of firms’ competitiveness. Companies need to manage their reputations and the image that they communicate through the Internet. This paper proposes a model to determine the main aspects that define a competitive online reputation: coherence, veracity, and intensity. The traditional methods that have been used to determine service quality must be adapted to new digital developments and their effects on customers’ behavior. Therefore, a gap analysis is performed to define the key aspects that must be managed in order to create and maintain a powerful reputation and image in the companies’ communication. Since this subject is too complex to be implemented in distinct sectors and ambits, different lines of research are proposed to expand this new critical line of study. View Full-Text
Keywords: online reputation; gap analysis; service quality; perceived value; online customer review; lodging online reputation; gap analysis; service quality; perceived value; online customer review; lodging
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Rodríguez-Díaz, M.; Rodríguez-Voltes, C.I.; Rodríguez-Voltes, A.C. Gap Analysis of the Online Reputation. Sustainability 2018, 10, 1603.

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