Research On The Influence Of Online Reviews Of Remedial Satisfied Customers On Consumers’ Purchase Intentions

Internet has penetrated into every aspect of people’s daily life,and booking hotels through online travel booking platform has become the first choice for many travelers.According to a research report,about 80% of travelers will read relevant comments about hotels before traveling.As online reviews become more and more important,so does how to get consumers to write more valuable reviews.The hotel industry involves a high degree of interaction between employees and consumers.In addition,the hotel industry is characterized by continuous operation and large fluctuations in demand,which makes the possibility of service failure in the hotel industry much higher than other industries.Hospitality service providers lack attention to the positive reviews written by remedial satisfied customers,although they have devoted a lot of energy to service recovery.Drawing on the accessibility-diagnosticity framework,this study investigates the relationship between the online review types of remedial satisfied customers and potential customers’ booking intentions by using a 2(process vs.outcome satisfactory review)x 2(low vs.high degree of reviews valence consistency)between-subjects design.The results indicate that outcome satisfactory review not only improves review impression and positively affects customers’ booking intentions,but also reduces perceived risk and enhances customers’ booking intentions.The review valence consistency plays a moderating role in the dual-path effect of online review types on booking intentions.When the consistency of review valence is low,the indirect effect of review impression is stronger;however,when the consistency of review valence is high,the indirect effect of perceived risk is stronger.For the first time,this study focuses on the positive comments of remedial satisfied customers,which helps merchants to reasonably understand and use the positive comments of remedial satisfied customers,thus improving the strategic coping ability of hotels.This study contributes to the extended research of online reviews in the context of service recovery,and has important practical significance for managing consumers’ reservation intention for online reviews.