Managing negative eWOM by response from the perspective of luxury hotel managers

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Managing negative eWOM by response from the perspective of luxury hotel managers

 

Author: Chen, Yi-fan
Title: Managing negative eWOM by response from the perspective of luxury hotel managers
Degree: DHTM
Year: 2015
Subject: Social media.
Internet marketing.
Hotels -- Marketing.
User-generated content -- Marketing.
Hong Kong Polytechnic University -- Dissertations
Department: School of Hotel and Tourism Management
Pages: iv, 155 pages
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2832897
URI: http://theses.lib.polyu.edu.hk/handle/200/8387
Abstract: Social networks have presently become a global phenomenon.In the interactive platforms of social media, people can create, share, and exchange information, including spreading their personal opinions about specific products/services. In hospitality and tourism, word-of-mouth (WOM) plays a prominent role in influencing the purchase intentions of customers because some aspects of products are intangible before consumption. Positive reviews are free-adverting for companies and help increase business potential. On the contrary, undesirable comments can severely ruin the image and reputation of a company. Although the extant literature well addresses the devastating impact of negative electronic WOM (eWOM), little focuses on the perspective of service providers. To narrow the knowledge gap, this qualitative research aims to explore how hotels handle and respond to customer criticism posted on various eWOM channels. The results reveal that although the concept and mechanism of eWOM handling are similar to those of dealing with normal customer feedback in many ways, there are some variances between these two systems. Based on different considerations, hotels adopt three approaches, including: (1) Publicly responding to both positive and negative eWOM, (2) Privately contacting complainers, and (3) No response.

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