| 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. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/18881 |
| 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., Müller, S., Sponagel, C., & Collenberg, A. (2019). “Dear Monica, thank you for your review” : the impact of hotel responses to online reviews. Proceedings of the EMAC 48th Annual Conference.
Furchheim, P. et al. (2019) ‘“Dear Monica, thank you for your review” : the impact of hotel responses to online reviews’, in Proceedings of the EMAC 48th Annual Conference. EMAC.
P. Furchheim, S. Müller, C. Sponagel, and A. Collenberg, ““Dear Monica, thank you for your review” : the impact of hotel responses to online reviews,” in Proceedings of the EMAC 48th Annual Conference, 2019.
FURCHHEIM, Pia, Steffen MÜLLER, Claudio SPONAGEL und Anja COLLENBERG, 2019. “Dear Monica, thank you for your review” : the impact of hotel responses to online reviews. In: Proceedings of the EMAC 48th Annual Conference. Conference presentation. EMAC. 2019. ISBN 978-3-9821146-0-6
Furchheim, Pia, Steffen Müller, Claudio Sponagel, and Anja Collenberg. 2019. ““Dear Monica, Thank You for Your Review” : The Impact of Hotel Responses to Online Reviews.” Conference presentation. In Proceedings of the EMAC 48th Annual Conference. EMAC.
Furchheim, Pia, et al. ““Dear Monica, Thank You for Your Review” : The Impact of Hotel Responses to Online Reviews.” Proceedings of the EMAC 48th Annual Conference, EMAC, 2019.
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