Managing online & offline word of mouth to enhance reputation & customer trust in small businesses in Coyhaique, Chile

Barrientos Gómez Javier Ignacio (2025) Managing online & offline word of mouth to enhance reputation & customer trust in small businesses in Coyhaique, Chile. ['eprint_fieldopt_faculty_mük' not defined].

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Absztrakt (kivonat)

This thesis examines the role of traditional Word of Mouth (WOM) and Electronic Word of Mouth (eWOM) in shaping consumer trust and business reputation in small businesses in Coyhaique, Chile. Given the region's small community structure and geographic isolation, the study investigates the interplay between personal recommendations and digital reviews. The research utilizes a mixed-methods approach, combining a quantitative survey of 102 residents with qualitative semi-structured interviews of four local business owners (tourism, retail, and hospitality).The findings reveal a "hybrid trust" model specific to this context. While face-to-face WOM remains the primary driver of initial trust due to its perceived authenticity, eWOM serves a critical role in validating that trust and providing visibility. The study identifies that consumers often employ a "double-check" system, first hearing about a business offline and verifying its quality online. Furthermore, the research highlights the concept of a "community shield," where loyal customers actively defend businesses against negative online feedback if a strong offline relationship exists.Based on these results, the thesis provides actionable managerial recommendations for SMEs in Coyhaique to actively manage their reputation. Key strategies include maintaining a rapid response time to digital reviews, systematizing referrals, and leveraging authentic storytelling that aligns with local values of sustainability. The study concludes that sustainable success in Coyhaique requires aligning offline warmth with consistent online professionalism.

Intézmény

Budapesti Gazdasági Egyetem

Kar

['eprint_fieldopt_faculty_mük' not defined]

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	adaptáció, management, marketing, marketingcontrolling, mentoring in business
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:45
Utolsó módosítás:	2026. Júl. 09. 11:45

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