Cultural Differences in a Restaurant’s Communication with Unsatisfied Customers – The Case of Tripadvisor

Abstract

Research background: Platforms such as TripAdvisor have the potential to influence consumers’ decision-making processes, so negative user-generated reviews could have a harmful impact on a company’s reputation and sales. However, the proper mangers’ approach to customer complaints expressed on social media can have a positive impact on the companies’ performance. Purpose: The aim of the study is to indicate whether restaurant managers use TripAdvisor to communicate with dissatisfied customers and whether national culture influences this communication. Research methodology: The methods used in the research were both a quantitative and qualitative content analyses of restaurants’ responses to negative reviews posted on TripAdvisor. The research covered a random sample of restaurants located in Cracow (Poland), Frankfurt (Germany) and Porto (Portugal), and listed on TripAdvisor. Results: The research showed that differences in communication, which may result from dissimilar cultural conditions, are relatively small. Novelty: The research shows whether and to what extent restaurant managers respond to negative comments posted on TripAdvisor. At the same time, research results indicate whether the responses of managers are culturally determined.