IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-7908-2404-9_34.html
   My bibliography  Save this book chapter

Learning from a Wrong Consumer Perception: Bridging the Gap Between Created Value and Perceived Value

In: Management of the Interconnected World

Author

Listed:
  • Cinzia Dessì

    (Technology and Environment, University of Cagliari)

  • Michela Floris

    (Technology and Environment, University of Cagliari)

  • Giuseppe Melis

    (Technology and Environment, University of Cagliari)

Abstract

In the light of the development of E-CRM, the right customer perception of web site can improve management and customer relationships and better orients web site goals. This is true particularly in a specific market as well as the online tourism. The aim of this work is to underline how a wrong consumer perception may affect goals of a web site and consequently what management have to learn from this misunderstanding. The theoretical analysis is established on a tourism site web called Terremobili (Italy) through a learning approach that shows the misinterpretation between management and customer perception about the offer of this web site. Interviewing management and analyzing information, we demonstrated that the web site initially did not meet consumer needs and beliefs, and, moreover, its structure generated a wrong perception of consumer observation. The study offers useful details about which consequences firms may suffer because of a wrong customer perception of the web site generating opportunistic behaviors. Conclusion underlines the need of a perceptive concordance between management and customer perception as a way for the businesses to aim their goals.

Suggested Citation

  • Cinzia Dessì & Michela Floris & Giuseppe Melis, 2010. "Learning from a Wrong Consumer Perception: Bridging the Gap Between Created Value and Perceived Value," Springer Books, in: Alessandro D'Atri & Marco De Marco & Alessio Maria Braccini & Francesca Cabiddu (ed.), Management of the Interconnected World, pages 291-298, Springer.
    • Handle: RePEc:spr:sprchp:978-3-7908-2404-9_34
    DOI: 10.1007/978-3-7908-2404-9_34
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-7908-2404-9_34. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.