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7 En anden faktor som har stor indflydelse på en forbrugers opfattede risiko, ved valg af hotel er. Forbrugeren danner sig en holdning om brandet igennem sine erfaringer med brandet og dets ydelser, samt afkodning af brandets kommunikation og andres kommunikation om brandet (Aaker, 1991).Netop kommunikationen mellem hotelbrand og forbruger, samt mellem forbruger og forbruger ændrer sig, som tidligere nævnt, drastisk i takt med den teknologiske udvikling (web 2.0).The impact could be measured in the consumers perception of the brand quality and brand image On the basis of the theoretical framework and the subsequent qualitative interviews a host of hypothesis was generated to be used for tests of the data derived from the quantitative questionnaire.The hypothesis tests based on the quantitative questionnaire showed strong significance for the tests concerning the customer based brand equity categories, which leads to the conclusion that consumer generated reviews and especially hotel answers to customer generated reviews can indeed improve the overall perception of a hotel s quality and image.Forbrugerne kan på egen hånd udføre dybdegående informationssøgning på rejsefora, sociale netværk, hotellernes egne websites etc. sammenligne hotellerne og deres serviceydelser, priser, men også få indblik i andre forbrugeres oplevelser af hotellerne via brugergeneret indhold i form af reviews, billeder, film etc.

Brugen af word-ofmouth kommunikation blandt hotelforbrugerne, synes altså at have en stigende indflydelse på forbrugerens opfattelse, i forhold til hotellernes egen markedsføring.

Through the qualitative research it was found that consumer-generated reviews was primarily used to reduce the consumers cognitive dissonance.

Furthermore it could be concluded that the substance of the review and the hotels answer, had significant effect on what impact it would have on the consumer perception.

Afhandlingens omfang I henhold til gældende krav, er alt indhold talt med, med undtagelse af forside, executive summary og bilag. To examine this effect a theoretical framework was established in order to create a research design that put emphasis on identified key components of the term customer based brand equity.

Dette giver afhandlingen følgende omfang: Tegnoptælling: Figurer og tabeller: 20*800 = Dette giver i alt : tegn, hvilket er lig: 75,4 normalsider 2 Executive summary The purpose of this thesis has been to explore which effect consumer-generated reviews of hotels, have on other consumers perception of hotel brands, and examine the impact on this perception, when hotels deliver an answer to the review.

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