| Publication type: | Conference paper |
| Type of review: | No review |
| Title: | Taking the conversation offline? : the impact of response strategies on potential hotel guests |
| Authors: | Furchheim, Pia Collenberg, Anja Müller, Steffen |
| et. al: | No |
| Conference details: | 2021 AMS Virtual Conference - Annual Conference World Marketing Congress, online, 1-4 June 2021 |
| Issue Date: | 2021 |
| Language: | English |
| Subjects: | Online review; Response strategy; Service failure; Service recovery |
| Subject (DDC): | 306.48: Free time and tourism 658.8: Marketing management |
| Abstract: | Online reviews have proliferated in recent years. TripAdvisor has become the most important platform, and many potential guests read online reviews before making a decision. Therefore, many hotels and restaurants have started to reply to online reviews, in particular to the negative ones, as part of their online reputation management. Although research has started to investigate the effectiveness of such a reply, little is known about how to reply. Across two studies, we investigate the impact of response strategies on hotel booking intentions and the perception of trust. Study 1 tests four different response strategies (i.e. no reply, public explanation, private message, public explanation and private message) in an experimental setting. We find that a public explanation combined with a private message has the strongest effect on trust and booking intention of potential guests. Moreover, taking the conversation offline without any further explanation leads to lower levels of trust and booking intention. In study 2, we additionally manipulate the severity of the service failure described in the online review and show that this is an important boundary condition. Theoretical and managerial implications are discussed. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/23401 |
| Fulltext version: | Published version |
| License (according to publishing contract): | Licence according to publishing contract |
| Departement: | School of Management and Law |
| Organisational Unit: | Institute of Marketing Management (IMM) |
| Appears in collections: | Publikationen School of Management and Law |
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Furchheim, P., Collenberg, A., & Müller, S. (2021). Taking the conversation offline? : the impact of response strategies on potential hotel guests. 2021 AMS Virtual Conference - Annual Conference World Marketing Congress, Online, 1-4 June 2021.
Furchheim, P., Collenberg, A. and Müller, S. (2021) ‘Taking the conversation offline? : the impact of response strategies on potential hotel guests’, in 2021 AMS Virtual Conference - Annual Conference World Marketing Congress, online, 1-4 June 2021.
P. Furchheim, A. Collenberg, and S. Müller, “Taking the conversation offline? : the impact of response strategies on potential hotel guests,” in 2021 AMS Virtual Conference - Annual Conference World Marketing Congress, online, 1-4 June 2021, 2021.
FURCHHEIM, Pia, Anja COLLENBERG und Steffen MÜLLER, 2021. Taking the conversation offline? : the impact of response strategies on potential hotel guests. In: 2021 AMS Virtual Conference - Annual Conference World Marketing Congress, online, 1-4 June 2021. Conference paper. 2021
Furchheim, Pia, Anja Collenberg, and Steffen Müller. 2021. “Taking the Conversation Offline? : The Impact of Response Strategies on Potential Hotel Guests.” Conference paper. In 2021 AMS Virtual Conference - Annual Conference World Marketing Congress, Online, 1-4 June 2021.
Furchheim, Pia, et al. “Taking the Conversation Offline? : The Impact of Response Strategies on Potential Hotel Guests.” 2021 AMS Virtual Conference - Annual Conference World Marketing Congress, Online, 1-4 June 2021, 2021.
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