Research On Hotel Online Negative Review Service Recovery

The development of Internet has made it easier for people to order products online.More and more consumers are choosing to book hotels online,and third-party user reviews generated by the Internet have become an important part of evaluating hotel online reputation and image.Due to the virtual nature of the network,consumers tend to choose high-value,well-reputed businesses in order to avoid the risk of purchases caused by online consumption.However,the"service attribute"of hotel products has caused the hotel's negative comments to be difficult to avoid.In addition,due to the targeting and lethality of online communication,hotel managers need to use online service recovery to eliminate negative comments on marketing.Influence,turn to safety.Nowadays,the research on service recovery in the academic circles is mostly concentrated online,but there are few studies on online service recovery and their effects.This paper selects the hotel,which is a relatively mature online booking development.This article hopes to supplement the online service recovery research field and help the hotel management through the service recovery research of hotel online negative comments,especially the online response of hotels that can be seen by the public.This paper explores the impact of negative online hotel reviews and examine the factors that influence consumers' purchasing decisions;it analyzes the intrinsic relevance of online negative reviews and hotel online service remedies from the perspective of online interaction between consumers and hotels.And it examines the intrinsic mechanisms of the hotel's response to online negative reviews to the potential consumer's willingness to purchase and the satisfaction of purchased consumers,then it builds a theoretical model of the hotel's online response remediation impact on potential consumer purchase decisions and customer satisfaction.Based on the Perceived Equity Theory and the Paradox of Service Recovery,this paper proposes relevant research hypotheses.It divides negative reviews into negative evaluation rates,the first three pages of negative reviews,the professionalism of reviewers,and the type of negative reviews to examine their impact on consumer purchasing decisions.and builds an impact model of online negative reviews on consumer buying decisions;In addition,this article divides the hotel recovery remedy into five dimensions:existence,attitude,quality,timeliness and strategy to study the adjustment effect of hotel online reply remedy.It builds a model for the impact of hotel online response remediation on potential consumer purchase decisions and the impact model on the satisfaction of purchased consumers.This article uses online crawling software for online data capture to collect 52,477 user reviews and hotel response content and related information from 360 hotels in 6 cities on the Ctrip website for empirical research,and develops a type of response remedy strategy for hotel online negative reviews for this research and practice.It includes four types of strategies:"thank you","confirm","interpret",and "correct".In this paper,the SPSS software is used to perform statistical analysis and multiple regression test on the collected data,to verify the effect model of the recovery remedy,and to draw the research conclusion.The study found:The hotel negative evaluation rate and the first three negative evaluations have a negative impact on consumer purchasing decisions;the professionalism of the reviewers and the type of negative reviews have a positive impact on consumer purchasing decisions.After the hotel implements an online response remedy,the likelihood of consumers making purchase decisions and consumer satisfaction with the hotel will increase;In terms of remedial attitude,negative feedback will have a significant negative adjustment effect on consumers'purchasing decisions or consumer satisfaction;In terms of remedial quality,long-term responses have no significant regulatory effect on consumer purchasing decisions but have a significant positive adjustment effect on consumer satisfaction;short-term responses have a significant negative regulatory effect on consumer purchasing decisions but have no significant regulatory effect on consumer satisfaction;In terms of strategy,the"thank you"and"corrected"responses have a significant positive adjustment effect on consumer purchasing decisions and consumer satisfaction;The "confirmation"type of response has no significant regulatory effect on consumer purchasing decisions but has a significant positive adjustment effect on consumer satisfaction;The "interpreted"type of response does not have a significant regulatory effect on potential consumer purchase decisions and consumer satisfaction.This research system illustrates the adjustment mechanism of service remediation on the hotel online to the consumer purchasing decision and consumer satisfaction,and has certain research value in theory.Finally,based on the research conclusions,this paper provides some strategies and suggestions for hotel marketing and service management,which can help hotels to provide effective service remediation management for online negative comments.It is also beneficial-to guide the hotel industry to pay more attention to online service remedies.