Strategies and conditions for crafting managerial responses to online reviews

Xin Zhang, Lei La, Guo Qiong Ivanka Huang, Haoxiang Xie

Research output: Journal article publicationJournal articleAcademic researchpeer-review


The present study investigates how managerial responses to online reviews can help managers maintain relationships with past and future customers, exploring the question through the lens of the uncertainty reduction theory and the rapport management model. The present work crawled 446,663 customer reviews and 96,633 tour managerial responses on using Python. Through randomly selecting 1000 responses, Study 1 manually identified nine managerial response strategies to customer online reviews. The Bidirectional Encoder Representations from Transformers (BERT) model was then adopted to automatically label the strategies used in all of the managerial responses. Employing negative binomial regression models, Study 2 then examined the interactions between attributes of customer reviews and managerial responses as a method for estimating helpfulness votes. The results indicate that excessively lengthy, highly templated, and unfocused managerial responses to customer reviews can dampen the relationship between customers’ information processing and their perception of the helpfulness of online reviews.

Original languageEnglish
Article number104911
JournalTourism Management
Early online dateMar 2024
Publication statusE-pub ahead of print - Mar 2024


  • Customer reviews
  • Helpfulness votes
  • Managerial response
  • Rapport management model
  • Uncertainty reduction theory

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management


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