| In recent years, online user reviews for potential users has become an important source of information, and there are more and more people comment on the way through the enhanced interaction. Furthermore, some studies have already studied the products online user reviews'impact on the performance, which has demonstrated a significant impact on the sales of products and services. Therefore, enterprises have started to make a positive response to the user reviews to ensure that users of services and products for enterprise's goodwill, or negative comments for the adverse effects of active remediation. Currently, the most commonly used methods of management feedback to the user reviews seem to be the managerial response towards online user reviews, usually taken to issue an apology or explanation to provide a way to mitigate the negative impact of bad reviews. The purpose of this study was to explore and evaluate the management response to the impact of sales of products and services, mechanisms and affecting factors.In this study, the background is the domestic tourism website, mainly Ctrip comments and feedback data were analyzed to study the managerial response towards online user reviews, and their impact on enterprises performance and customer satisfaction. In order to better explain what kind of management feedback more effective, the specific way of feedback is analyzed. We keep track of the comments repeat customers after being replyed by the hotels. The outcome of this study can provide strategical advices for enterprises in managing negative online user reviews. |
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