Should hotels take the conversation offline? : the impact of different responses to online reviews on potential guests

Furchheim, Pia; Collenberg, Anja; Müller, Steffen

Publication type:	Conference paper
Type of review:	Peer review (abstract)
Title:	Should hotels take the conversation offline? : the impact of different responses to online reviews on potential guests
Authors:	Furchheim, Pia Collenberg, Anja Müller, Steffen
et. al:	No
Proceedings:	Proceedings of the European Marketing Academy
Page(s):	94497
Conference details:	50th Annual European Marketing Academy Conference (EMAC), Madrid, Spain (online), 25-28 May 2021
Issue Date:	2021
Publisher / Ed. Institution:	European Marketing Academy
Language:	English
Subjects:	Online review; Response strategies track; Service recovery; Tourism marketing
Subject (DDC):	306.48: Free time and tourism 658.8: Marketing management
Abstract:	Online reviews have proliferated in recent years. Oftentimes, potential guests refer to online reviews before making a booking decision. Therefore, many hotels 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 theimpact of response strategies on trust and booking intentions. Study 1 tests four different response strategies (i.e. no reply, public explanation, private message, public explanation and private message). 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:	http://proceedings.emac-online.org/pdfs/A2021-94497.pdf https://digitalcollection.zhaw.ch/handle/11475/23400
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). Should hotels take the conversation offline? : the impact of different responses to online reviews on potential guests [Conference paper]. Proceedings of the European Marketing Academy, 94497. http://proceedings.emac-online.org/pdfs/A2021-94497.pdf

Furchheim, P., Collenberg, A. and Müller, S. (2021) ‘Should hotels take the conversation offline? : the impact of different responses to online reviews on potential guests’, in Proceedings of the European Marketing Academy. European Marketing Academy, p. 94497. Available at: http://proceedings.emac-online.org/pdfs/A2021-94497.pdf.

P. Furchheim, A. Collenberg, and S. Müller, “Should hotels take the conversation offline? : the impact of different responses to online reviews on potential guests,” in Proceedings of the European Marketing Academy, 2021, p. 94497. [Online]. Available: http://proceedings.emac-online.org/pdfs/A2021-94497.pdf

FURCHHEIM, Pia, Anja COLLENBERG und Steffen MÜLLER, 2021. Should hotels take the conversation offline? : the impact of different responses to online reviews on potential guests. In: Proceedings of the European Marketing Academy [online]. Conference paper. European Marketing Academy. 2021. S. 94497. Verfügbar unter: http://proceedings.emac-online.org/pdfs/A2021-94497.pdf

Furchheim, Pia, Anja Collenberg, and Steffen Müller. 2021. “Should Hotels Take the Conversation Offline? : The Impact of Different Responses to Online Reviews on Potential Guests.” Conference paper. In Proceedings of the European Marketing Academy, 94497. European Marketing Academy. http://proceedings.emac-online.org/pdfs/A2021-94497.pdf.

Furchheim, Pia, et al. “Should Hotels Take the Conversation Offline? : The Impact of Different Responses to Online Reviews on Potential Guests.” Proceedings of the European Marketing Academy, European Marketing Academy, 2021, p. 94497, http://proceedings.emac-online.org/pdfs/A2021-94497.pdf.