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ORGANIZATIONAL COMMUNICATION EFFECTIVENESS FROM ROMANIAN TOURISM FACILITIES IN TERMS OF CUSTOMER SATISFACTION FOR THE BENEFITED SERVICES
Abstract
The aim of our research was to examine how the knowledge of customer opinion of the tourism establishments can influence their organizational communication. As main objective, we followed, on the one hand the responsiveness' assessment of tourism units' management towards customer opinion and, on the other hand, revealing how crowdsourcing can help to streamline organizational communication of tourism units. We started from the premise that streamlining the activities depends on the extent to which tourism units prove their ability to retain customers. For this, the units must take into account primarily their customer satisfaction with the services they received. In our study we stopped at an innovative way to consult and take into account the opinion of tourism establishments clients: the crowdsourcing. Respectively, of that type of online, participatory activity, in which a person, an institution, a nonprofit organization or a company proposes to a heterogeneous group of people with different knowledge, through an open call, the voluntary undertaking of tasks with varying complexity and modularity ... (Estelles-Arolas et Ladron-de-Guevara, 2012, p. 8-9), the crowdsourcing includes in competitive regime, individuals and / or groups of people who, performing their activity online, they feel more secure without the supervision, from third parties, of their way of thinking and, especially, to act (Smith, Gharaei-Manesh et. Alshaikh, 2013, p. 23). Methodology used (analysis of variance - ANOVA, coupled with SPSS for Windows, version 15) to test the research hypotheses was the logical consequence of the questions used in the survey released on a specially created website. In this context, we investigated the biunivocal relation between the phenomenon of entrepreneurship and business environment in tourism, hospitality and leisure industry from the perspective of the external organizational communication trends of the profile units, trends expressed by their customers. Finally, based on testing hypotheses, we pointed out that streamlining the activity of the tourism units became dependent on the image correctness that their customers have on the quality of the services they received.
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