Research On The Influence Of Personalized Management Response On Hotel Consumers’ Online Reviews

As an online reputation management tool,hotel managers increasingly rely on management responses to online reviews to improve reputation and maintain consumer loyalty.Compared with traditional offline consumer management,online management responses are based on the advantages of social media,not only can actively intervene in current consumer reviews,but this public communication process will also show good service image to subsequent consumers.For this new customer management method,since many existing studies on the influence of online management responses on online reviews from different perspectives,there are still a large number of unresolved research problems.For example,it has not been studied to consider the influence of management responses on the preference of review targets from the perspective of hotel managers.In addition,although the relevant literature examines the positive impacts of online management responses on hotel sales and reputation,and proposes some standardized response templates that help hotel managers to respond professionally.However,in the face of consumer reviews with different characteristics,how to better respond to personalized review content is rarely paid attention.Aiming at the above research gaps,this study systematically reviews the application influence of online management responces in the hotel market,and summarizes the relevant theories of online consumer reviews.On this basis,this study selects hotel data in the world’s most popularl online travel agency website of Trip Advisor as the research object,analyzes the influence of personalized management responses on online consumer reviews,and expands the following specific content:(1)To study the impact of high-cognition consumer reviews on the choice preferences of management responses.First of all,it is proposed that effective cognition can promote communication according to the cognitive process when hotel managers conduct in the face of consumer reviews.By constructing an empirical model,it is found that hotel managers prefer to choose consumer reviews with more cognitive vocabulary to respond,and online ratings,hotel grades,and hotel surrounding competitiveness can significantly moderate the above impact.Second,the questionnaire design method simulates the environm ent of online management responses for target selection,and again verify that review content with cognitive vocabulary are more likely to motivate hotel managers to provide management response based on experimental methods,and further supplement the empirical analysis of second-hand data.In addition,both the two empirical methods show that this personalized choice preference has a stronger influence for negative reviews.(2)To study the influence of the language style and templating style of online management responses on the helpfulness of consumer reviews.The helpfulness of online reviews provides a convenient channel for consumers to search for information,and helpful online reviews are conducive to hotel information promotion in a virtual environment.From the perspective of linguistics,this study explores which management responses style can effectively promote the helpfulness of the corresponding reviews.The empirical results show that consistent linguistic style and low similarity can motivate consumers to vote “helpful” for online reviews.In addition,this study also examines that review ratings,hotel grades,and job titles of respondents can significantly moderate the above effects.(3)To study the influence of the topic matching relationship between online management responses and corresponding consumer reviews on review valence.This study introduces the extremely positive effects of management response strategies proposed in previous studies on the question of "how to better respond".Most of the relevant suggestions only address the content of management responses unilaterally,while ignoring the communication relationship between management responses and corresponding consumers.This study uses the method of text mining to cluster the core topics of hotel reviews,calculates the topic matching level between management responses and online reviews based on SVM model,and explores its impact on the valence of subsequent reviews.The empirical results show that management responses consistent with the topic of consumer reviews will promote subsequent review valence;the valence and variance of existing reviews will weaken the impact of this personalized management responses;and the impact will be higher in budget hotels vesus luxury hotel.Based on the above research content,the conclusion of this paper supplements the relevant theoretical gaps of how personalized management responses affect consumer reviews from the new perspective of specific response content and specific target selection.More importantly,such personalized management responses have good practical implications for the operation and management of the hotel industry.Hotel managers can apply the relevant conclusions of this paper to specify a set of personalized management response scheme,especially to train the employees in the front line,so as to provide better service quality for hotel consumers,also to enhance the reputation and achievements of hotel enterprises in the fierce competitive environment.