Managing negative electronic word of mouth (eWOM) from the perspective of luxury hotel managers

Y.F. Chen, Chun Hung Roberts Law, K.K. Yan

Research output: Journal article publicationJournal articleAcademic researchpeer-review

Abstract

In the 21st century, social networking is becoming a global phenomenon. The existing literature addresses the powerful influence of electronic word of mouth (eWOM). However, few of these prior studies attempt to investigate how service providers harness these unsolicited customer comments. To narrow down the knowledge gap and understand the latest development of the topic, the present qualitative research explores how hotels handle and respond to customer criticisms posted on various eWOM channels. Based on different considerations, results reveal that hotels adopt three approaches: (1) publicly responding to both positive and negative eWOM, (2) privately contacting complainers, and (3) taking no response.
Original languageEnglish
Pages (from-to)1-5
Number of pages5
Journale-Review of Tourism Research
Volume7
Publication statusPublished - 2016

Keywords

  • Electronic word of mouth
  • Online product reviews
  • Corporate response approaches
  • Hotel industry

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Nature and Landscape Conservation
  • Geography, Planning and Development

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