Measuring the Influence of Managerial Responses on Subsequent Online Customer Reviews – A Natural Experiment of Two Online Travel Agencies

Social Media Marketing in Tourism and Hospitality

“…Given that the most common way to interact with travel reviewers is to respond to their feedbacks, this research path supports the position that companies should strategically respond to online consumers' reviews Xie 2005, Dellarocas 2006;Zhu and Zhang 2010). These studies confirm that responses to negative online reviews can positively influence hotel customers' attitudes and potential customers' perceptions (Litvin and Hoffman 2012), purchasing intention and expectations (Ye et al 2008;Xie et al 2011), and review rating and review volume (Ye et al 2010), while "no action strategy" may damage the company's reputation (Lee and Song 2010).…”

The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews

“…Additionally, managers should try to respond to consumer reviews through web platforms, as the recent study by Ye et al (2008) suggested that a hotel's online reply to guest comments on an opinion website is positively associated with the actual sales of hotel rooms. They can also take measures to encourage user eWOM behavior given its role in eyeball attraction.…”

Handling Negative Online Customer Reviews: The Effects of Elaboration Likelihood Model and Distributive Justice

“…Even the mere presence of reviews can increase travelers' awareness of the hotel (Vermeulen & Seegers, 2009). Furthermore, a study has shown that online customer reviews have a significant impact on hotels' business and performance (Ye, Law, & Gu, 2009). Consequently, online customer reviews have received considerable attention in hospitality and marketing research (Litvin, Goldsmith, & Pan, 2008;Ye et al, 2009;Ye, Law, Gu, & Chen, 2011).…”

“…Furthermore, a study has shown that online customer reviews have a significant impact on hotels' business and performance (Ye, Law, & Gu, 2009). Consequently, online customer reviews have received considerable attention in hospitality and marketing research (Litvin, Goldsmith, & Pan, 2008;Ye et al, 2009;Ye, Law, Gu, & Chen, 2011). Most of the Vincent T. P. Cheng (E-mail: tpcheng@must.edu.mo) and Mei Kun Loi (E-mail: vickyloimac@ gmail.com) are with the Faculty of Hospitality and Tourism Management at Macau University of Science and Technology in Taipa, Macau SAR, China.…”

“…Negative reviews are not desirable and it is difficult to control the appearance of negative online reviews. Research suggests that managerial responses to online reviews have a significant impact on hotel bookings (Ye, Gu, Chen, & Law, 2008). Hotels should direct more efforts toward managing negative online reviews by responding to them with appropriate strategies.…”