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 22-dic-2024