Publication
Title
Is webcare good for business? A study of the effect of managerial response strategies to online reviews on hotel bookings
Author
Abstract
Purpose Engaging in webcare, i.e. responding to online reviews, can positively affect consumer attitudes, intentions and behavior. Research is often scarce or inconsistent regarding the effects of specific webcare strategies on business performance. Therefore, this study tests whether and how several webcare strategies affect hotel bookings. Design/methodology/approach We apply machine learning classifiers to secondary data (webcare messages) to classify webcare variables to be included in a regression analysis looking at the effect of these strategies on hotel bookings while controlling for possible confounds such as seasonality and hotel-specific effects. Findings The strategies that have a positive effect on bookings are directing reviewers to a private channel, being defensive, offering compensation and having managers sign the response. Webcare strategies to be avoided are apologies, merely asking for more information, inviting customers for another visit and adding informal non-verbal cues. Strategies that do not appear to affect future bookings are expressing gratitude, personalizing and having staff members (rather than managers) sign webcare. Practical implications These findings help managers optimize their webcare strategy for better business results and develop automated webcare. Originality/value We look into several commonly used and studied webcare strategies that affect actual business outcomes, being that most previous research studies are experimental or look into a very limited set of strategies.
Language
English
Source (journal)
Journal of service management. - Bingley, 2009, currens
Publication
Bingley : 2024
ISSN
1757-5818
DOI
10.1108/JOSM-05-2023-0219
Volume/pages
35 :6 (2024) , p. 22-41
ISI
001157628900001
Full text (Publisher's DOI)
Full text (open access)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identifier
Creation 10.02.2024
Last edited 11.04.2024
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