Gap Analysis of the Online Reputation

Manuel Rodríguez-Díaz, Crina Isabel Rodríguez-Voltes and Ana Cristina Rodríguez-Voltes
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Manuel Rodríguez-Díaz: Department of Economics and Business, University of Las Palmas de Gran Canaria, 35001 LasPalmas, Spain
Crina Isabel Rodríguez-Voltes: ICSE, 35007 Las Palmas, Spain
Ana Cristina Rodríguez-Voltes: ICSE, 35007 Las Palmas, Spain

Sustainability, 2018, vol. 10, issue 5, 1-15

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.

Keywords: online reputation; gap analysis; service quality; perceived value; online customer review; lodging (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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