Online review response strategy and its effects on competitive performance
Online review response strategy and its effects on competitive performance
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DOI：
10.1016/j.tourman.2018.01.014
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发表时间：
2018-08
影响因子：
12.7
通讯作者：
T. Lui;Marcin Bartosiak;G. Piccoli;Vikram Sadhya
中科院分区：
文献类型：
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作者：
T. Lui;Marcin Bartosiak;G. Piccoli;Vikram Sadhya
在线评论改变了消费者在信息搜索和分享方面的行为。它们的日益普及为住宿运营商提供了新的差异化战略。更微妙的是，在线评论系统迫使酒店管理者通过有效使用他们没有创建或购买的信息系统来竞争。因此，在旅游业的管理者必须适应广泛使用的外部系统，将它们纳入自己的战略和评估其effectiveness.This研究的重点是管理的数量和质量的影响，使用在线评论系统。研究结果显示，管理者回应量对饭店竞争绩效有正向影响。此外，当回应涉及极端评论时，它们具有更强的积极影响。我们评估了四种响应策略，并发现它们之间的显着性能差异。我们的研究结果表明，熟练使用外部信息系统的重要性，因为性能不同的“如何”系统的使用-而不仅仅是“多少”。
Online reviews have transformed consumer behavior in information searching and sharing. Their growing popularity has enabled new differentiation strategies for lodging operators. More subtly, online review systems have forced hotel managers to compete through the effective use of information systems that they have not created or purchased. Therefore, managers in the tourism industry must adapt to the widespread use of external systems, incorporate them in their strategy and evaluate their effects.This study focuses on the impact of managements' quantity and quality of usage of online review systems. Our findings show that managerial response quantity positively impacts hotels’ competitive performance. Moreover, responses have a stronger positive impact when they address extreme reviews. We evaluate four response strategies and find significant performance differences among them. Our finding demonstrates the importance of proficiency in external information systems use because performance differs by “how” the system is used – not only “how much.”