2026-09-20T03:07:38Zhttps://dspace.mit.edu/server/oai/requestoai:dspace.mit.edu:1721.1/1114562022-01-13T07:54:52Zcom_1721.1_7582com_1721.1_7581col_1721.1_131023
Stuart E. Madnick.
Ma, Pei-Chih
Sloan School of Management.
Sloan School of Management
a-ch---
2017-09-15T15:34:59Z
2017-09-15T15:34:59Z
2017
2017
http://hdl.handle.net/1721.1/111456
1003321605
Thesis: S.M. in Management Studies, Massachusetts Institute of Technology, Sloan School of Management, 2017.
Cataloged from PDF version of thesis.
Includes bibliographical references (pages 55-57).
The hospitality industry in Taiwan is experiencing unprecedented opportunities and challenges. For decades, the industry has been growing rapidly, but the sudden decreases in visitor growth has led to increased competition among hotels. To attract more international guests, hoteliers have started to manage their online reputations by responding to online reviews. In this study, we analyzed online customer reviews and the responses of 31 hotels. A clear trend was observed: hotels are putting more resources into online management responses. We also interviewed ten hotels to learn how they manage these responses, what challenges they face in responding to online customer reviews, and how they use online reviews for other management purposes. We found that most hotels in the case study manage customer responses reactively rather than proactively; they lack strategic goals and methods for evaluating ROI. We also found that executive involvement and the hotel's internal communication style affect how customer responses can be used as a tool to improve the service-recovery process. Using online customer as a source of employee performance evaluation and linking customer feedback to encouragement scheme are also found in some hotels' practice. Future studies should further investigate how hotels' internal communication styles and response strategies and behavior affect service-recovery and customer loyalty. The use of online customer reviews to help improve other aspects of management such as human resource management is also suggested to be studied.
by Pei-Chih Ma.
S.M. in Management Studies
58 pages
eng
Massachusetts Institute of Technology
MIT theses are protected by copyright. They may be viewed, downloaded, or printed from this source but further reproduction or distribution in any format is prohibited without written permission.
http://dspace.mit.edu/handle/1721.1/7582
Sloan School of Management.
Management responding strategy to customer online reviews : a case study of hotels in Taiwan
Thesis
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<Abstract>The hospitality industry in Taiwan is experiencing unprecedented opportunities and challenges. For decades, the industry has been growing rapidly, but the sudden decreases in visitor growth has led to increased competition among hotels. To attract more international guests, hoteliers have started to manage their online reputations by responding to online reviews. In this study, we analyzed online customer reviews and the responses of 31 hotels. A clear trend was observed: hotels are putting more resources into online management responses. We also interviewed ten hotels to learn how they manage these responses, what challenges they face in responding to online customer reviews, and how they use online reviews for other management purposes. We found that most hotels in the case study manage customer responses reactively rather than proactively; they lack strategic goals and methods for evaluating ROI. We also found that executive involvement and the hotel's internal communication style affect how customer responses can be used as a tool to improve the service-recovery process. Using online customer as a source of employee performance evaluation and linking customer feedback to encouragement scheme are also found in some hotels' practice. Future studies should further investigate how hotels' internal communication styles and response strategies and behavior affect service-recovery and customer loyalty. The use of online customer reviews to help improve other aspects of management such as human resource management is also suggested to be studied.</Abstract>
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