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Advisor(s)
Abstract(s)
O crescimento exponencial da web 2.0 provocou alterações nos mais diversos setores de
atividade, e a restauração não é exceção. Face à sua intangibilidade, a restauração tem
sido alvo de uma especial atenção por parte dos consumidores, que exprimem, através
das plataformas de social media, avaliações e recomendações das suas experiências
gastronómicas. Esta partilha constitui informação valiosa, não só porque permite que os
consumidores tomem decisões estruturadas, como e especialmente, para os restaurantes
que têm ali importantes inputs que permitem monitorizar a qualidade dos seus produtos
e serviços.
Tendo em consideração que se trata de uma temática subinvestigada, quer na realidade
nacional quer na internacional, procurou-se examinar o impacto das reviews online na
gestão operacional dos restaurantes, através de um estudo exploratório, de cariz
qualitativo, tendo sido realizadas entrevistas individuais em profundidade a 9 gerentes de
restaurantes situados na Região Oeste de Portugal.
Os resultados sugerem que, apesar da literatura sublinhar a importância das reviews online
nas decisões dos consumidores, os gerentes entrevistados parecem continuar reféns dos
meios de comunicação tradicionais, assumindo o Word-of-Mouth como a principal
ferramenta de comunicação. Neste sentido, verificou-se que existe uma heterogeneidade
no comportamento dos gerentes no que concerne à valorização das reviews online e
utilização das mesmas na gestão operacional dos seus restaurantes. Observou-se também
que, quando as reviews online estão relacionadas com o comportamento dos recursos
humanos, é maior a propensão dos gerentes para intervir, nomeadamente em correções
no serviço.
É nossa convicção que a presente investigação, constitui não só um elemento com
relevante importância para o enriquecimento da literatura associada a esta temática, como
para a sustentabilidade do setor da restauração.
ABSTRACT: The exponential growth of web 2.0 has brought changes to most business sectors, including restaurants. Due its intangibility, customers have been paying special attention to this sector, through social media platforms, providing ratings and recommendations of their gastronomical experiences. This process has proven to be essential, not only allowing customers a structured decision making, but primarily for businesses to attain important input, allowing them to monitor both service and product quality. Taking into concern this subject has not been under deep scrutiny, for both national or international realities, the online reviews impact on the operational management of several restaurants was considered and scrutinized, through a qualitative nature study, where a thorough interview was set with nine restaurant business administrators in the West Region of Portugal. The results suggest that despite the fact that most highlight the importance of online reviews for decision making on the part of customers, the subjects of the interview seem to be stuck to the traditional "Word-of-Mouth" as their primary communication tool. Given this, it was noted that there is, in fact, a very blended behavior of the business managers concerning the importance given to online reviews and the way this information is applied to their own business management. It should also be noted that, when online reviews aim human resources specifically, managers tend to address the issue promptly. Given the investigation, we conclude that the results found are relevant aiming those writing about or studying this specific subject and also for the sustainability of restaurant businesses.
ABSTRACT: The exponential growth of web 2.0 has brought changes to most business sectors, including restaurants. Due its intangibility, customers have been paying special attention to this sector, through social media platforms, providing ratings and recommendations of their gastronomical experiences. This process has proven to be essential, not only allowing customers a structured decision making, but primarily for businesses to attain important input, allowing them to monitor both service and product quality. Taking into concern this subject has not been under deep scrutiny, for both national or international realities, the online reviews impact on the operational management of several restaurants was considered and scrutinized, through a qualitative nature study, where a thorough interview was set with nine restaurant business administrators in the West Region of Portugal. The results suggest that despite the fact that most highlight the importance of online reviews for decision making on the part of customers, the subjects of the interview seem to be stuck to the traditional "Word-of-Mouth" as their primary communication tool. Given this, it was noted that there is, in fact, a very blended behavior of the business managers concerning the importance given to online reviews and the way this information is applied to their own business management. It should also be noted that, when online reviews aim human resources specifically, managers tend to address the issue promptly. Given the investigation, we conclude that the results found are relevant aiming those writing about or studying this specific subject and also for the sustainability of restaurant businesses.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Gestão no setor da restauração Web user reviews Comunicação digital Monitorização da reputação online Gestão de resposta às reviews online Restaurant industry management Online reviews Digital communication Monitoring online ratings Online review response management
Citation
Jerónimo, R.F.H. (2021). O impacto das reviews online na gestão operacional dos gerentes da restauração: o caso dos restaurantes da Região Oeste. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/13868
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social