Ekonomika a management 2016/3

Online communication about accommodation facilities during the collection of customer feedback

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Jitka Novotová, Jozefina Simová, Jitka Vávrová

This paper addresses the implementation of Internet marketing communications for feedback collection by accommodation facilities in the Czech Republic, particularly in northern and eastern Bohemia. The primary goal of the present paper was to analyze the extent and the tools used to help Czech lodging establishments collect feedback from their customers. Data were collected during an online survey targeting the managers and owners of accommodation facilities in the selected areas. This research revealed that personal interviews, email and social networks are the most commonly used feedback tools. We also discovered that large lodging establishments with more than 29 beds implemented the highest number of feedback tools. In terms of customer acquisition, 81% of the respondents evaluated web-based feedback instruments as very effective. We showed that publically shared reviews are considered to have a significant impact on customer behaviour.

JEL klasifikace: L83, M31

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