Personalized managerial response and negative inconsistent review helpfulness: The mediating effect of perceived response helpfulness

Jin, Wangyan; Chen, Yuangao; Yang, Shuiqing; Zhou, Shasha; Jiang, Hongwei; Wei, June

doi:10.1016/j.jretconser.2023.103398

Cited by 10 publications

(2 citation statements)

References 82 publications

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“…Darani et al. (2023) find that mimicry (tailoring by using similar words to the ones used in the review) increases the star ratings of subsequent reviews and Jin et al. (2023) find that, when directed at negative reviews, personalizing a message increases perceived response helpfulness.…”

Section: Theoretical Developmentmentioning

confidence: 99%

“…Moreover, Min et al (2015) and Palese et al (2021) find that paraphrasing a complaint (a form of tailoring) in response to a negative review causes potential guests to evaluate the response more favorably than a generic answer. Darani et al (2023) find that mimicry (tailoring by using similar words to the ones used in the review) increases the star ratings of subsequent reviews and Jin et al (2023) find that, when directed at negative reviews, personalizing a message increases perceived response helpfulness.…”

Section: Theoretical Development 21 Effects Of Webcare Strategiesmentioning

confidence: 99%

See 1 more Smart Citation

Is webcare good for business? A study of the effect of managerial response strategies to online reviews on hotel bookings

Lopes,

Malthouse,

Dens

et al. 2024

JOSM

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PurposeEngaging 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/approachWe 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.FindingsThe 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 implicationsThese findings help managers optimize their webcare strategy for better business results and develop automated webcare.Originality/valueWe 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.

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Section: Theoretical Developmentmentioning

confidence: 99%