Word-of-mouth communication as a consequence of relationship quality in online environments

  1. Sarmiento Guede, José Ramón 1
  2. de Esteban Curiel, Javier 1
  3. Antonovica, Arta 1
  1. 1 Universidad Rey Juan Carlos, España
Zeitschrift:
Palabra Clave

ISSN: 2027-534X,  0122-8285

Datum der Publikation: 2018

Ausgabe: 21

Nummer: 4

Art: Artikel

DOI: 10.5294/PACLA.2018.21.4.6 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Andere Publikationen in: Palabra Clave

Ziele für nachhaltige Entwicklung

Zusammenfassung

A comunicação boca a boca eletrônica gera conteúdo que constitui uma importante fonte de informação para os usuários. Numerosas pesquisas mostraram que o conteúdo de outros usuários é mais credível e influente do que o conteúdo gerado pela marca. O desenvolvimento de novas tecnologias trouxe mudanças importantes neste processo de influência interpessoal. No entanto, os estudos que analisam o processo eletrônico de comunicação boca a boca são insuficientes. Nesse sentido, este estudo tem como objetivo principal examinar a relação entre a qualidade do relacionamento e a comunicação boca a boca eletrônica. Além disso, a confiança, a satisfação e o compromisso são identificados como as principais dimensões que formam a qualidade do relacionamento e se analisa a forma como essas dimensões estão relacionadas e como influenciam o desenvolvimento da comunicação boca a boca eletrônica. Para alcançar os objetivos e a verificação das hipóteses, desenvolvemos um modelo estrutural com uma escala de medida multi-item adaptada de estudos anteriores. Um total de 576 questionários online válidos foram coletados para testar empiricamente o modelo. A amostra do estudo incluiu usuários de sites de viagens on-line. Os resultados confirmam que a qualidade do relacionamento influencia o desenvolvimento da comunicação boca a boca eletrônica. Além disso, conseguimos verificar que as dimensões de satisfação e confiança nos sites de viagens são mais determinantes, principalmente porque os usuários estão procurando um processo de comunicação interpessoal que satisfaça suas necessidades e que a fonte seja confiável. A originalidade deste estudo baseia-se no uso das dimensões que melhor medem a qualidade do relacionamento e analisa a forma como influenciam o desenvolvimento da comunicação eletrônica boca-a-boca em um contexto online que é muito importante no setor turístico espanhol.

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Fuente de los datos: Dialnet