RT info:eu-repo/semantics/article T1 Monitoring hotel response management: a multidimensional approach A1 Gil Soto, María Esperanza A1 Armas-Cruz, Yaiza A1 Morini- Marrero, Sandra K1 Hotel’s response management K1 Online reviews K1 Customers’ perceptions K1 Promotional behaviour K1 Response satisfaction K1 Moderating effects AB How companies respond to their customers’ reviews is a key issue. These responses can affect the perceptions that current and potential customers have about a company. This is particularly true for tourism services. This paper proposes a model to monitor hotels’ response strategy to online reviews and to evaluate the effectiveness of their communication through its impact on customer satisfaction and promotional behaviour, specifically in terms of customers’ revisiting and recommendation intentions. The proposed model evaluates customers’ perceptions about the response they receive by splitting hotels’ response management (HRM) into two dimensions(communication quality and response policy) to evaluate the response strategy more precisely. Moreover, the effectiveness of HRM is moderated by a set of variables that can provide relevant additional information to managers. Results confirm a positive influence of two dimensions of HRM on satisfaction and promotional behaviour and the moderating effect of comment relevance, rating, polarity and reviewer’s experience. SN 0278-4319 YR 2021 FD 2021 LK http://riull.ull.es/xmlui/handle/915/34710 UL http://riull.ull.es/xmlui/handle/915/34710 LA en DS Repositorio institucional de la Universidad de La Laguna RD 31-oct-2024