Naslov
Management response strategies to a negative online review: influence on potential guests’ trust

Autori
Kapeš, Jelena ; Keča, Karla ; Fugošić, Nikolina ; Čuić Tanković, Ana

Izvornik
Tourism and hospitality management (1330-7533) 28 (2022), 1; 1-27

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
negative online review ; management response ; response strategy ; user-generated media ; trust

Sažetak
Purpose – The paper aims to identify the main hotel management response strategies to a negative online review and examine their influence on the trust of potential guests reading reviews on user- generated media. Design – Five response strategies that emerged from the literature were empirically tested: personalization, empathy, confession, denial, and excuse. A mixed-method was applied, and research was conducted in two phases using a qualitative method with scenario-based approach and quantitative research using the PLS-SEM method. Methodology/Approach – A focus group was used to provide a basis for the survey. The survey included one real negative hotel review and five hypothetical responses written according to the five observed strategies. Each response was followed by a set of statements examining the level of trust. A total of 435 completed questionnaires were obtained. The influence of each strategy on trust was tested individually. Findings – Results show that personalization, empathy, and confession as response strategies positively influence the trust of potential guests, whereas denial and excuse as response strategies have a negative effect on trust. Originality of the research – The research systematizes the literature to date and identifies the main response strategies to a negative online review. It empirically tests all five strategies so they can be observed relative to each other. Moreover, this research includes the concept of trust as a dependent variable. The results can help scholars to build further models and hotel managers to understand how to respond to negative online reviews.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA