Should Hotels Respond to Negative Online Reviews?

The purpose of this study was to determine whether it is beneficial for service providers, such as hotels and restaurants, to respond to online negative reviews, and (a) whether company reputation is moderated by the number of negative versus positive reviews and (b) whether the underlying issue is attributed to controllable versus uncontrollable factors. To test the hypotheses, a 2 × 2 × 2 quasi-experimental design was utilized. Respondents...