The Effect of Web 2.0 Usage in E-Service Quality in Hospitality

The Effect of Web 2.0 Usage in E-Service Quality in Hospitality

Berislav Andrlic (Polytechnic of Pozega, Croatia) and Ezendu Ariwa (University of Bedfordshire, UK)
DOI: 10.4018/978-1-4666-5166-1.ch001
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Abstract

This chapter explores the usage of Web 2.0 technologies in determining the level of quality of Websites in the Croatian hotel industry. Namely, in order to determine the level of quality, it is necessary to identify the characteristics of Websites qualitatively and quantitatively. From the data obtained, it is possible to determine the degree of information compliance with the wishes and needs of potential clients. As the basis of primary research, the authors use the original model evaluation on a selected sample of hotels in Croatia.
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The Importance Of The Internet And Internet-Based Marketing

Information technologies nowdays are completely changed techniques of planning and implementation of e-marketing in hospitality. Apart from the supply side, the changes occur on the demand side, where consumers increasingly accept and apply new technologies in the hospitality industry.

Changes in information technology are both threatening and those that promote the ability of economic operators to develop long term relationships with its customers, thereby supporting relationship marketing. It allows customers direct contact with the business entity at any time of day or night, from any location, so that the buyer could collect the desired information and then make a purchase. This information can be personalized to the needs of individual customers. The Internet also allows buyers to easily find information about competitors' products and services, just to give effect to the buyer. Businesses can also easily find new customers, while at the same time serve the existing ones using a database to develop a personal profile and are then directed to the processed information to identify specific customer needs. Impacts of information technologies are seen on traditional methods and techniques of marketing, but it is also possible to speak of a completely new kind of marketing - e-marketing in hospitality. (Ruzic, Bilos & Turkalj, 2009)

Electronic business systems support a number of changes marketing system including:

  • Standardized products,

  • Increased competitive pressure in prices that results in lower prices,

  • Shorter distribution channels dominated by the facilitator,

  • Promotion of non-linear,

  • Electronic transfer funds,

  • Information management systems databases. (Frankel, 1998)

In e-business in the hospitality setting marketing strategy also starts with determining the long-term goals, and finding methods, processes and resources needed to realize these goals with minimal resource usage. The assumption is that the introduction of e-business to have an impact on the quality of services in the tourism and hospitality industry will use the technology to be competitive advantage over other market participants.

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