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Gap Analysis of the Online Reputation

Author

Listed:
  • 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)

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.

Suggested Citation

  • Manuel Rodríguez-Díaz & Crina Isabel Rodríguez-Voltes & Ana Cristina Rodríguez-Voltes, 2018. "Gap Analysis of the Online Reputation," Sustainability, MDPI, vol. 10(5), pages 1-15, May.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:5:p:1603-:d:146790
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    References listed on IDEAS

    as
    1. Chen, Yubo & Fay, Scott & Wang, Qi, 2011. "The Role of Marketing in Social Media: How Online Consumer Reviews Evolve," Journal of Interactive Marketing, Elsevier, vol. 25(2), pages 85-94.
    2. Manuel Rodríguez Díaz & Tomás F. Espino Rodríguez, 2016. "Determining the Sustainability Factors and Performance of a Tourism Destination from the Stakeholders’ Perspective," Sustainability, MDPI, vol. 8(9), pages 1-17, September.
    3. Babakus, Emin & Boller, Gregory W., 1992. "An empirical assessment of the SERVQUAL scale," Journal of Business Research, Elsevier, vol. 24(3), pages 253-268, May.
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    Cited by:

    1. Ayat Zaki Ahmed & Manuel Rodríguez-Díaz, 2020. "Analyzing the Online Reputation and Positioning of Airlines," Sustainability, MDPI, vol. 12(3), pages 1-27, February.
    2. Ayat Zaki Ahmed & Manuel Rodríguez-Díaz, 2020. "Significant Labels in Sentiment Analysis of Online Customer Reviews of Airlines," Sustainability, MDPI, vol. 12(20), pages 1-18, October.

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