酒店管理回复策略对潜在顾客的回复满意度影响
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摘要
网络web2.0时代,负面评论对酒店声誉影响越来越大,针对顾客负面评论进行回复成为酒店在线声誉管理的重要工作。本文运用2*2*2因子实验法,分析了回复类型(针对性回复vs.程序化回复)、回复速度(快vs.慢)、酒店回复人(经理vs.无经理)对潜在顾客回复满意度的影响。研究发现酒店回复方式会影响潜在顾客的回复满意度,潜在顾客对针对性回复满意度更高;回复速度也会影响潜在顾客对酒店的回复满意度,潜在顾客对于快速的回复满意度要高于缓慢的回复;酒店回复人对潜在顾客的回复满意度没有显著影响。此外,回复满意度对顾客的酒店态度具有显著正向影响。
In the era of web 2. 0,negative reviews have a great impact on hotel's reputation and responding to negative reviews of the customers has become an important part of hotel's reputation management. A 2* 2* 2 factorial design is conducted in this research,and the study investigative the effects of response style( specific vs. generic) 、response speed( quick vs. slow) 、respondent position( manger vs. non- manger) on customer satisfaction in responses to negative online reviews. The results show that customer's rating of the response are influenced by response style,potential customers rate response more favorably when specific response; customer 's rating of the response are also influenced by response speed,potential customers rate quick response more favorably; but customer's rating of the response are not influenced by respondent position. In addition,customer satisfaction in responses to negative online reviews has a significant positive impact on the consumer attitude.
In the era of web 2. 0,negative reviews have a great impact on hotel's reputation and responding to negative reviews of the customers has become an important part of hotel's reputation management. A 2* 2* 2 factorial design is conducted in this research,and the study investigative the effects of response style( specific vs. generic) 、response speed( quick vs. slow) 、respondent position( manger vs. non- manger) on customer satisfaction in responses to negative online reviews. The results show that customer's rating of the response are influenced by response style,potential customers rate response more favorably when specific response; customer 's rating of the response are also influenced by response speed,potential customers rate quick response more favorably; but customer's rating of the response are not influenced by respondent position. In addition,customer satisfaction in responses to negative online reviews has a significant positive impact on the consumer attitude.
引文
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[10]Au N,Buhalis D,Law R.Online complaining behavior in mainland China hotels:The perception of Chinese and non-Chinese customers[J].International Journal of Hospitality&Tourism Administration,2014,15(3):248-274.
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[12]Xie H,Miao L,Kuo P.Consumers’responses to ambivalent online hotel reviews:The role of perceived source credibility and pre-decisional disposition[J].International Journal of Hospitality Management,2011,30(1):178-183.
[13]Xie K L,Zhang Z,Zhang Z,et al.The business value of online consumer reviews and management response to hotel performance[J].International Journal of Hospitality Management,2014,43(10):1-12.
[14]Levy S E,Duan W,Boo,S.An analysis of one-star online reviews and responses in the Washington,D,C,lodging market[J].Cornell Hospitality Quarterly,2013,54(1):49-64.
[15]Sparks B A,Bradley G L.A triple a typology of responding to negative consumer-generated online review[J].Journal of Hospitality Tourism Research,2014,37(6):1-27.
[16]Liu B,Kim H,Pennington Gray L.Responding to the bed bug crisis in social media[J].International Journal of Hospitality Management,2015,47(4):76-84.
[17]Tax S S,Brown S W,Chandrasekhar M.Customer evaluations of service complaint experiences:Implications for relationship marketing[J].Journal of Marketing,1998,62(2):60-76.
[18]Dickinger A,Bauernfeind U.An analysis of corporate e-mail communication as part of airlines’service recovery strategy[J].Journal of Travel&Tourism Marketing,2009,26(2):156-168.
[19]赵丹.基于顾客满意度的酒店顾客抱怨处理研究[D].成都:西南交通大学,2007.
[20]Lee J,Park D,Han I.The effect of negative online consumer reviews on product attitude:An information processing view[J].Electronic Commerce Research and Applications,2008,7(3):341-352.
[21]Patterson P G,Cowley E,Prasongsukarn K.Service failure recovery:The moderating impact of individual-level cultural value orientation on perceptions of justice[J].International Journal of Research in Marketing,2006,23(3):263-277.
[22]Purnawirawan N,Pelsmacker P,Dens N.Balance and sequence in online reviews:how perceived usefulness affects attitudes and intentions[J].Journal of Interactive Marketing,2012,26(4):244-255.
[23]Drollinger T,Comer L B,Warrington P T.Development and validation of the active empathetic listening scale[J].Psychology&Marketing,2006,23(2):161-180.
[24]Davidow M.Organizational responses to customer complaints:What works and what doesn’t[J].Journal of Service Research,2003,5(3):225-250.
[2]张梦,张广宇,叶作亮.在线信息对酒店网上预订的影响研究——基于携程网酒店在线预订数据的分析[J].旅游学刊,2011,26(7):79-84.
[3]康键.顾客抱怨行为与顾客满意度、顾客忠诚的关联性研究[D].天津:天津大学,2007.
[4]Zhang X,Gretzel U.Role of social media in online travel information search[J].Tourism Management,2010,31(2):179-188.
[5]Yoo K H.Gretzel U.What motives consumers to write to online travel reviews[J].Information Technology&Tourism,2008,10(4):283-295
[6]Sparks B A,Browning V.The impact of online reviews on hotel booking intentions and perception of trust[J].Tourism Management,2011,32(6):1310-1323.
[7]Vermeulen I E,Seegers D.Tried and tested:The impact of online hotel reviews on consideration[J].Tourism Management,2009,30(1):123-127.
[8]唐雪梅,赖胜强.住客酒店点评对调节焦点个体的说服效果[J].旅游学刊,2014,29(10):61-68.
[9]Zhou L,Ye S,Pearce P L,et al.Refreshing hotel satisfaction studies by reconfiguring customer review data[J].International Journal of Hospitality Management,2014,38(1):1-10.
[10]Au N,Buhalis D,Law R.Online complaining behavior in mainland China hotels:The perception of Chinese and non-Chinese customers[J].International Journal of Hospitality&Tourism Administration,2014,15(3):248-274.
[11]丁于思,肖轶楠.基于网络点评的五星级酒店顾客满意度测评研究[J].经济地理,2014,34(5):182-186+192.
[12]Xie H,Miao L,Kuo P.Consumers’responses to ambivalent online hotel reviews:The role of perceived source credibility and pre-decisional disposition[J].International Journal of Hospitality Management,2011,30(1):178-183.
[13]Xie K L,Zhang Z,Zhang Z,et al.The business value of online consumer reviews and management response to hotel performance[J].International Journal of Hospitality Management,2014,43(10):1-12.
[14]Levy S E,Duan W,Boo,S.An analysis of one-star online reviews and responses in the Washington,D,C,lodging market[J].Cornell Hospitality Quarterly,2013,54(1):49-64.
[15]Sparks B A,Bradley G L.A triple a typology of responding to negative consumer-generated online review[J].Journal of Hospitality Tourism Research,2014,37(6):1-27.
[16]Liu B,Kim H,Pennington Gray L.Responding to the bed bug crisis in social media[J].International Journal of Hospitality Management,2015,47(4):76-84.
[17]Tax S S,Brown S W,Chandrasekhar M.Customer evaluations of service complaint experiences:Implications for relationship marketing[J].Journal of Marketing,1998,62(2):60-76.
[18]Dickinger A,Bauernfeind U.An analysis of corporate e-mail communication as part of airlines’service recovery strategy[J].Journal of Travel&Tourism Marketing,2009,26(2):156-168.
[19]赵丹.基于顾客满意度的酒店顾客抱怨处理研究[D].成都:西南交通大学,2007.
[20]Lee J,Park D,Han I.The effect of negative online consumer reviews on product attitude:An information processing view[J].Electronic Commerce Research and Applications,2008,7(3):341-352.
[21]Patterson P G,Cowley E,Prasongsukarn K.Service failure recovery:The moderating impact of individual-level cultural value orientation on perceptions of justice[J].International Journal of Research in Marketing,2006,23(3):263-277.
[22]Purnawirawan N,Pelsmacker P,Dens N.Balance and sequence in online reviews:how perceived usefulness affects attitudes and intentions[J].Journal of Interactive Marketing,2012,26(4):244-255.
[23]Drollinger T,Comer L B,Warrington P T.Development and validation of the active empathetic listening scale[J].Psychology&Marketing,2006,23(2):161-180.
[24]Davidow M.Organizational responses to customer complaints:What works and what doesn’t[J].Journal of Service Research,2003,5(3):225-250.