Nowadays, the marketing field is almost about how to create a brand, an image, and bein well-known among customers. Online reputation takes the cue from the same traditional reputation, creating an image or a brand for yourselves in the web.However, unlike the traditional reputation, online reputation works much differently, giving you a variety of sources where you can edit your own comments. Thus, online evaluation of your experiences on the website is the main stream reflecting and building online reputation.But the traditional one sets mechanisms and tasks to make your brand famous.
The Online Evaluation’s essence is based on public opinion to monitor behavior. The first layer is achieving the result to control the seller to be behaved, and the second layer is goodproduct-recommending (it is a latter but the main point). Based on this issue, we made a comparison of online reputation systems from Booking.com and Airbnb.
These two websites both are the online booking system for the tourists who want to get accommodation when they on a trip. The difference between these two websites is Airbnb provides rooms which in the private houses or an independent house, but Booking.com combines hotels around the world for the tourists to search, therefore, their online review systems are also quite different。
Airbnb feels like a bridge to link lessors and tourists. So its online review system is based on these two parties. After the tourist check out, both lessor and tourist will receive an mailto evaluate each other. Then Airbnb will publish the evaluation as a reference on the comment area for others.
Booking.com provides most of the hotels around the world. Its online review system is more focused on the customer experience, not only for the hotel but also for the whole city. If you want to share your travel experience, this evaluate system can help you write a guideline for the other tourists.
We consider that these two website can represent most online reputation system. They try their best to provide the most useful information for the tourists, and by means of the feedback to help the suppliers improve the attractiveness.
However, it is undeniable that these systems still having existing defects in reputation management which means these online reputations are managed by some fixed systems like Ebuzzconnect and Review Pro.(which are used as samples below). In terms of these existing defects, we are going to show a reasonable solution:
Following our investigation in this field, popular samples of reputation management systems of hotels are Review Analyst, ebuzzconnect and, etc. However, these systems have some adverse limitations and defects that influence the accuracy of information convey
For instance, these systems search through online sources looking for the keywords representing the online reputation of hotels, in particular claims that their system searches for the 10 keywords which are most commonly used in online reviews, these keywords then were classified into positive and negative attributes. These 10 terms are all self-explanatory, such as ‘nice hotel’, ‘excellent’, ’noise’, etc. However, no other explanation of the process by which only self-explanatory terms have been selected is provided. For example , with the key word ‘noisy’ , customers could be commenting on how noisy the hotel is or they could be suggesting to provide complete absence of noise. However, they are two completely different results for this hotel.
And another problem is that some attributes were given different connotations in separatereviews. For example, ‘old design’ and ‘old furniture’ which was regarded as a positive element with symbolic meanings such as ‘traveling back on time’ or providing the hotel with a ‘romantic’ characteristic. On the other hand, this same attribute is regarded as negative attribute when suggesting that the hotel ‘needed refurbishment’. Another example where the difference between positive and negative connotations was blurred related to the location. For example, a ’15-20 minutes’ walk’ has been considered to place the hotel ‘far away’ in some reviews, on the other hand, ‘conveniently located, only a short 15-20 minutes’ walk’.
The ambiguity of these terms reinforces the suggestion that artificial intervention may always be required in the evaluation of online reputation because of the insufficient of a completely automatic system. Therefore, a semi-automatic process is here suggested. Only in this way, reputation management can avoid some misunderstandings and more true reviews can be read by customers.
With the rapid development of advanced electric network technology, a big part of daily facilities are operated by network, online reputation management just the tip of F iceberg. Presently, the online marketing behaviors in business field is bursting and humans online consume behaviors has spread to all areas. Hence, it’s unavoidable that even every part in human service industries is facing the defects of online systems. Therefore, our duty is making improvement of that. Now, take the art of reputation management system, what kind of progress shall we execute in future development?