Response strategy to negative electronic word-of-mouth: a case study of Marriott International in China

Name: Zhang, Jiahui

LCSH: Hospitality industry -- Marketing

LCSH: Word-of-mouth advertising -- China

LCSH: Online social networks -- China

Abstract: Due to increasing complaints about hotels on the digital platforms, hotels need to respond to those negative eWOM in order to restore their image. This study used Marriott International in China as an example to explore the major nature of negative electronic word of- mouth (eWOM) posted by hotel customers and which response strategy used frequently by hotels. Quantitative content analysis of 1,448 samples of negative eWOM and 2,169 samples of response strategy were conducted. The frequency distribution and Chi-Square analysis results revealed the major negative eWOM posted by customers of Marriott International in China was Dissatisfied Service and Poor Facilities; and the frequent response strategies used by Marriott International in China was Correction and Apology. Findings provide strategic implications for hotel managers not only to effectively respond to negative eWOM, but also to identify areas for their business improvement

Bangkok University. Library and Learning Space

Address: BANGKOK

Email: library@bu.ac.th

Name: Rosechongporn Komolsevin

Role: Advisor of thesis

Name: Ratanasuda Punnahitanond

Role: Advisor of thesis

Created: 2022

Modified: 2023-07-01

Issued: 2023-07-01

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Master of Communication Arts

Level: Master's Degree

Descipline: Global Communication

Grantor: Bangkok University

©copyrights Bangkok University

ลำดับที่.	ชื่อแฟ้มข้อมูล	ขนาดแฟ้มข้อมูล	จำนวนเข้าถึง	วัน-เวลาเข้าถึงล่าสุด
1	jiahui.zhan.pdf	17.12 MB

ใช้เวลา

0.024721 วินาที