|Title:||Managing negative eWOM by response from the perspective of luxury hotel managers|
Hotels -- Marketing.
User-generated content -- Marketing.
Hong Kong Polytechnic University -- Dissertations
|Department:||School of Hotel and Tourism Management|
|Pages:||iv, 155 pages|
|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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