Responding to negative online reviews: The effects of hotel responses on customer inferences of trust and concern |
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| Institution: | 1. Griffith Institute for Tourism, Griffith University, Queensland, 4222, Australia;2. School of Hotel, Restaurant and Tourism Management and Center of Economic Excellence in Tourism and Economic Development, University of South Carolina, Columbia, USA;3. School of Applied Psychology, Griffith University, Queensland, 4222, Australia;1. Beijing Blasacapital Ltd, Beijing, China;2. Hospitality and Food Management, School of Hospitality and Tourism Management, University of Surrey, 53MS02, Guildford, Surrey, GU2 7XH, United Kingdom;1. Kent Business School, University of Kent, Canterbury, Kent, CT2 7PE, UK;2. Kent Business School, University of Kent, Medway Campus, Kent, ME4 4AG, UK;3. Faculdade de Economia, Universidade de Coimbra, 3004-512, Coimbra, Portugal;4. Institute for Tourism, University of Applied Sciences and Arts Western Switzerland Valais, 3960, Sierre, Switzerland;1. School of Accounting, Nanjing Audit University, 86 West Yushan Road, Nanjing, China;2. School of Hotel & Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST-East, Kowloon, Hong Kong Special Administrative Region;1. International Center for Hospitality Research, Dedman School of Hospitality, Florida State University, 288 Champions Way, UCB 4116, Tallahassee, FL 32306-2541, United States;2. Dedman School of Hospitality Management, The College of Business, Florida State University, 288 Champions Way, UCB 4117, Tallahassee, FL 32306-2541, United States;3. Dedman School of Hospitality, Florida State University, 288 Champions Way, UCB 4115, Tallahassee, FL 32306-2541, United States;1. Department of Marketing, School of Business, Guangdong University of Foreign Studies, Guangzhou, People''s Republic of China;2. Faculty of Business, Lingnan University, Hong Kong;1. Department of Communication Sciences, Ghent University, Belgium;2. Institute for Media Studies, KU Leuven, Belgium |
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| Abstract: | Our research examines the perceptions and evaluations of prospective customers toward an online negative review and any accompanying hotel response. The study explores two main issues: whether the presence (versus absence) of an organizational response to negative customer reviews affects the inferences potential consumers draw about the target business, and which aspects of responses affect their impressions. We test the effects of four variables associated with a response: source of response, voice of responder, speed of response, and action frame on two outcomes variables (i.e., customer concern and trust inferences). The provision of an online response (versus no response) enhanced inferences that potential consumers draw regarding the business's trustworthiness and the extent to which it cares about its customers. Using a human voice and a timely response yielded favorable customer inferences. Inferences did not vary with response source or action frame. Implications are drawn for effective management of negative online reviews. |
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| Keywords: | Online hotel reviews E-complaints Consumer inferences Electronic word of mouth Social media Trust Customer concern Service failure |
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