engleski

The relationship between employee intention to quit and perceived corporate reputation in user-generated content in hotel industry

The way companies interact and communicate with service receivers has changed. Moreover, the content of user-generated websites and platforms builds what is perceived as overall corporate reputation. On the other hand, employees are the main leverage that companies engage while interacting with customers and so this is where the relevance of pairing and exploring the aforementioned factors lies. To investigate the relationship between user- generated feedback as perceived corporate reputation and the intention to quit of full- time employees in the hotel industry, the research was conducted using two instruments: the first was a survey of hotel employees and the second, a content analysis of ratings and reviews featured on TripAdvisor.

intention to quit, corporate reputation, user-generated content, TripAdvisor, hotel industry

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