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What is Concierge Company

Chapter 15
Exploring the Power of Electronic Word-of-Mouth in the Services Industry
A company that provides personal assistance to corporations and individuals such as lifestyle management, transportation, travel, and vacation planning.
Published in Chapter:
An Empirical Study on the Importance of Electronic Word of Mouth in the Concierge Industry: The Case of Cyprus
Anna Makrides (University of Nicosia, Cyprus), Demetris Vrontis (University of Nicosia, Cyprus), and Michael Christofi (University of Nicosia, Cyprus)
Copyright: © 2020 |Pages: 23
DOI: 10.4018/978-1-5225-8575-6.ch015
Abstract
The widespread access of electronic word of mouth (e-WOM) enables contemporary consumers to assess the opinions of others, irrespective of geographical boundaries, about products and services. This research examines the impact of e-WOM on building international brand awareness when the former is used as a core part of a company's overall digital marketing strategy. By applying the survey methodology, the findings provide support for this positive effect; namely, the integration of e-WOM in the overall digital marketing strategy and activities applied by an organization can enhance brand awareness beyond country borders and contribute towards the overall organizational effectiveness and success. Taken together, the study provides further insight into eWOM and cross-border brand awareness relationship and outlines several questions that deserve further study.
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