Publication type: Conference other
Type of review: Peer review (abstract)
Title: “Dear Monica, thank you for your review” : the impact of hotel responses to online reviews
Authors : Furchheim, Pia
Müller, Steffen
Sponagel, Claudio
Collenberg, Anja
et. al : No
Proceedings: Proceedings of the EMAC 48th Annual Conference
Conference details: EMAC 48th Annual Conference, Hamburg, Germany, 28-31 May 2019
Issue Date: 2019
Publisher / Ed. Institution : EMAC
ISBN: 978-3-9821146-0-6
Language : English
Subjects : Online review; Service recovery; Management response
Subject (DDC) : 658.8: Marketing management
Abstract: Online reviews have proliferated in recent years. For hotels and restaurants, TripAdvisor has become the most important platform, and many consumers read online reviews before making a purchasing decision. Therefore, many hotels and restaurants have started to reply to online reviews. However, prior research reports mixed results on the effectiveness of a reply, and little is known about how to design a reply. We fill this gap and conduct an online experiment with four response scenarios (no reply, defensive reply, friendly reply, professional reply). We show that the effect of the reply on booking intention is mediated by trust, and that the friendly reply is the best option – especially when the perceived service failure severity is high. We give relevant recommendations to managers of hotels and restaurants based on these results and suggest areas for further research – e.g., testing the effect of multiple responses to multiple online reviews.
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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