Managing virtual rapport on tripadvisor: discourse in hotel responses to negative online reviews
Digital technology has immensely transformed communication, and social media facilitates online feedback mechanisms, empowering consumers' voices via online reviews. This has led to the pervasively growing influence of electronic word of mouth (eWOM) on customers' purchase intentions, as n...
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| Format: | Article |
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Penerbit Universiti Kebangsaan Malaysia
2022
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| _version_ | 1825938652260204544 |
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| author | Taw, Ly Wen Paramasivam, Shamala Libert, Alan Moskovsky, Christo Jalaluddin, Ilyana Darmi, Ramiza |
| author_facet | Taw, Ly Wen Paramasivam, Shamala Libert, Alan Moskovsky, Christo Jalaluddin, Ilyana Darmi, Ramiza |
| author_sort | Taw, Ly Wen |
| collection | UPM |
| description | Digital technology has immensely transformed communication, and social media facilitates online feedback mechanisms, empowering consumers' voices via online reviews. This has led to the pervasively growing influence of electronic word of mouth (eWOM) on customers' purchase intentions, as negative online reviews can be detrimental to business performance. Therefore, digital business engagement on online platforms is essential to ensure customer satisfaction and manage online reputation. Building on Spencer-Oatey's (2008) Rapport Management Model (RMM), this qualitative study explores the rapport management strategies used by eighteen Malaysian five-, four- and three-star hotels to respond to negative online reviews, from the perspective of the RMM discourse domain. The hotel responses were collected from TripAdvisor, using purposeful sampling and analysed with Computer-Mediated Discourse Analysis. The findings show that the five- and four-star hotels employed higher frequencies of moves in their responses to complaints in negative reviews. Some four- and three-star hotels took a more confrontational approach by using the sub-move 'denying problems'. In terms of RMM rapport orientation, this sub-move can be rapport-challenging in customer relationships. This study highlights that managing negative reviews more efficiently for service recovery on online platforms is essential to maintain customer relationships and establish a positive online corporate reputation. More generally, the findings provide insights on cultural rapport management strategies used in one Southeast Asian country-Malaysia. |
| first_indexed | 2024-03-06T11:16:40Z |
| format | Article |
| id | upm.eprints-102131 |
| institution | Universiti Putra Malaysia |
| last_indexed | 2024-03-06T11:16:40Z |
| publishDate | 2022 |
| publisher | Penerbit Universiti Kebangsaan Malaysia |
| record_format | dspace |
| spelling | upm.eprints-1021312023-08-11T08:15:14Z http://psasir.upm.edu.my/id/eprint/102131/ Managing virtual rapport on tripadvisor: discourse in hotel responses to negative online reviews Taw, Ly Wen Paramasivam, Shamala Libert, Alan Moskovsky, Christo Jalaluddin, Ilyana Darmi, Ramiza Digital technology has immensely transformed communication, and social media facilitates online feedback mechanisms, empowering consumers' voices via online reviews. This has led to the pervasively growing influence of electronic word of mouth (eWOM) on customers' purchase intentions, as negative online reviews can be detrimental to business performance. Therefore, digital business engagement on online platforms is essential to ensure customer satisfaction and manage online reputation. Building on Spencer-Oatey's (2008) Rapport Management Model (RMM), this qualitative study explores the rapport management strategies used by eighteen Malaysian five-, four- and three-star hotels to respond to negative online reviews, from the perspective of the RMM discourse domain. The hotel responses were collected from TripAdvisor, using purposeful sampling and analysed with Computer-Mediated Discourse Analysis. The findings show that the five- and four-star hotels employed higher frequencies of moves in their responses to complaints in negative reviews. Some four- and three-star hotels took a more confrontational approach by using the sub-move 'denying problems'. In terms of RMM rapport orientation, this sub-move can be rapport-challenging in customer relationships. This study highlights that managing negative reviews more efficiently for service recovery on online platforms is essential to maintain customer relationships and establish a positive online corporate reputation. More generally, the findings provide insights on cultural rapport management strategies used in one Southeast Asian country-Malaysia. Penerbit Universiti Kebangsaan Malaysia 2022 Article PeerReviewed Taw, Ly Wen and Paramasivam, Shamala and Libert, Alan and Moskovsky, Christo and Jalaluddin, Ilyana and Darmi, Ramiza (2022) Managing virtual rapport on tripadvisor: discourse in hotel responses to negative online reviews. 3L: The Southeast Asian Journal of English Language Studies, 28 (3). 128 - 148. ISSN 0128-5157; ESSN: 2550-2247 https://ejournal.ukm.my/3l/article/view/54532/13383 10.17576/3L-2022-2803-09 |
| spellingShingle | Taw, Ly Wen Paramasivam, Shamala Libert, Alan Moskovsky, Christo Jalaluddin, Ilyana Darmi, Ramiza Managing virtual rapport on tripadvisor: discourse in hotel responses to negative online reviews |
| title | Managing virtual rapport on tripadvisor: discourse in hotel responses to negative online reviews |
| title_full | Managing virtual rapport on tripadvisor: discourse in hotel responses to negative online reviews |
| title_fullStr | Managing virtual rapport on tripadvisor: discourse in hotel responses to negative online reviews |
| title_full_unstemmed | Managing virtual rapport on tripadvisor: discourse in hotel responses to negative online reviews |
| title_short | Managing virtual rapport on tripadvisor: discourse in hotel responses to negative online reviews |
| title_sort | managing virtual rapport on tripadvisor discourse in hotel responses to negative online reviews |
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