2026-06-08T09:51:30Zhttps://docta.ucm.es/rest/oai/request

oai:docta.ucm.es:20.500.14352/1182062025-03-18T12:54:43Zcom_20.500.14352_14col_20.500.14352_15

Customer electronic word of mouth management strategies based on computing with words: the case of spanish luxury hotel reviews on tripAdvisor Shu, Ziwei Llorens Marín, Miguel Carrasco González, Ramón Alberto Souto Romero, María electronic word of mouth customer segmentation marketing strategies 2-tuple linguistic model analytical hierarchy process method customer relationship management decision-making Investigación Comercial Marketing 5311.05 Marketing (Comercialización) 6114.06 Comportamiento del Consumidor The rapid growth of the internet and social media has made electronic word of mouth (eWOM) a key element of modern marketing. In the hospitality industry, nowadays, effective eWOM management is essential for developing impactful strategies and fostering customer satisfaction. This paper introduces an enhanced approach to strategic customer base management based on online reviews by extending the Recency, Frequency, and Monetary (RFM) model with three novel dimensions, the Helpfulness, Promoter Score, and Stability of the customer, thereby forming the RFHPS model. It also includes the 2-tuple linguistic model, one of the most popular computing with words models, to improve precision in the RFHPS score’s computation and the findings’ interpretability. Using K-means clustering, customers are segmented across these five dimensions. The data on luxury hotels in Spain gathered from TripAdvisor demonstrate the model’s applicability. By integrating this framework into customer relationship management systems, managers can tailor marketing strategies for distinct segments, facilitating deeper customer understanding and bolstering eWOM generation. Universidad Complutense de Madrid Ministerio de Ciencia e Innovación (España) Banco Santander Telefónica Depto. de Marketing Fac. de Ciencias Económicas y Empresariales TRUE pub 2025-02-19T09:40:59Z 2025-02-19T09:40:59Z 2025-01-15 journal article VoR https://hdl.handle.net/20.500.14352/118206 XXXX-XXXX 10.3390/electronics14020325 2079-9292 eng info:eu-repo/grantAgreement/AEI/Programa Estatal para Impulsar la Investigación Científico-Técnica y su Transferencia/PID2022-139297OB-I00 Shu, Z., Llorens-Marin, M., Carrasco, R. A., & Romero, M. S. (2025). Customer Electronic Word of Mouth Management Strategies Based on Computing with Words: The Case of Spanish Luxury Hotel Reviews on TripAdvisor. Electronics, 14(2), 325. https://doi.org/10.3390/electronics14020325 Attribution 4.0 International http://creativecommons.org/licenses/by/4.0/ open access application/pdf MDPI