Impact of online feedback and hotel's response to consumer's decision making process

Name: Patraporn Sri-utenchai

keyword: Online review

LCSH: Consumer behavior -- Case studies

; Hotel review

LCSH: Social media -- Marketing

; Word of mouth

LCSH: Hotels -- Marketing

Abstract: The Internet is now easy to access for everyone at a minimal cost and it has become an essential source of information to influence the consumer’s decision-making process. Compared with information from brand / product’s websites, consumers tend to trust user-generated content or online reviews from user’s experience more. That is, consumers believe peer reviews are a more reliable source of information before a purchase decision as it is perceived as less biased. For manufacturers or service providers, user-generated content has also become an important tool for assessing brand reputation, managing that reputation or position in the market and gaining vital consumer insights for product and or service development. These findings are especially true in the hospitality industry wherein the service cannot be evaluated before booking. In this domain, user-generated content has become even more powerful. Online review sites continue to have a great impact on the hospitality industry. Most travelers today, would not make a booking decision unless they have read reviews from experienced guests. Other than the feedback itself, how hotels respond to this feedback is no less important than the feedback’s content. Therefore, hoteliers should realize changes in this evolving industry and adapt themselves to the changing behavior and attitude of their customers. The hoteliers need to not only understand the new business landscape but also be able to tackle feedback and reviews from their customers as professional input in order to gain hotel reputation. Finally, hoteliers could obtain the amount of potential customers through the online review as another communication channel to customers. This study is intended to investigate a contemporary topic in applied marketing. The study is intended to help hoteliers understand the consumer decision making process through online reviews in order to tackle customer satisfaction and the hotel’s reputation as a professional

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Zerrillo, Phillip C.

Role: advisor

Created: 2014

Modified: 2022-01-06

Issued: 2022-01-06

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2014.418

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

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