The signaling effect of management response in engaging customers: A study of the hotel industry

Volume: 62, Pages: 42 - 53
Published: Oct 1, 2017
Abstract
null null Hotels today actively respond to online reviews given their tremendous influence on travelers' decisions. Yet, the questions of how to respond to online reviews continue to baffle hotel managers. By focusing on prospective travelers, we propose the effective management response signals hotels' care for customers and quality of service. Particularly, we postulate the frequency, speed and length of response influence the effectiveness of...
Paper Details
Title
The signaling effect of management response in engaging customers: A study of the hotel industry
Published Date
Oct 1, 2017
Volume
62
Pages
42 - 53
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