Reflectıons And Effects Of Corporate Reputatıon Management On The Process Of Consumer Evaluatıon: An Applıcatıon For Accommodatıon Enterprıses
Journal Title: International Journal of Humanities and Social Science Invention - Year 2017, Vol 6, Issue 11
Abstract
This study examines how corporate reputation and reputation management (RM) activities influence consumers’ choice behaviors. The sample of the study constitute randomly selected customers of an international hotel group Best Western The President İstanbul and Best Western Hotel Oldentruper Hof Bielefeld. The main objective of reputation management activities of enterprises is to achieve a brilliant image and higher-level value for the customers. When customers have a positive attitude towards an enterprise and when the perceived risk is low, they probably will perceive the enterprise as trustworthy and choose to purchase its products or services. Interdimensional interaction analysis conducted on the sample seems to support the literature.
Authors and Affiliations
Prof. Dr. Mesut Bozkurt
Keywords
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