Social media networks are online communities of people where interests, issues, and activities are shared and the content is generated by the users and their interactions. Typically, most people use social media networks to maintain contact with their friends (e.g. Facebook), former colleagues and possibly to forge new connections, such as LinkedIn, or in the case of this thesis project, by shared opinions about experiences at hotels (Miguns, Baggio, & Costa, 2008). TripAdvisor is the go-to social media platform for reviews, and it is the biggest hospitality review platform(Fact sheet - TripAdvisor.)
Guest reviews are more important than ever for the hospitality sector. Reviews are frequent; some people refer to those reviews as comments. On …show more content…
Disappointment is one of the main reasons why customers are not brand loyal. Complaint management is essential for service recovery. Answering to customer gives the business the chance to solve their issue. When the complaint is handled properly, the resolved problem might lead to, what researchers call, the service recovery paradox (Jones & Farquhar, 2003; Smith & Bolton, 1998). The service recovery paradox (SRP) is the situation in which the complaining customer is retained after a complaint and becomes a loyal customer due to the resolution of their problem. Thus, the relationship between the client and the business might be enhanced (Barlow and Møller, 2008). Nevertheless, the percentage of customers that complain is small (Stauss and Seidel, 2004). People complain when they think there is a good chance to resolve their problem(Michel, Averty, Andral, Chiffoleau, & Galgani, 2001). Clients do not want to complain because this will cost them a lot of time and effort. The cost of the complaint, according to Barlow and Møller (2008), include stress, time and frustration and these “costs” lower the willingness of a guest to complain (Barlow and Møller, 2008). Finally, if the customer is unsatisfied and does not complain, they will engage in other activities such as telling their friends about their negative feeling towards the hotel (Schoefer and Ennew, 2003). An unhappy customer will participate in negative word of mouth and talk harshly about the organisation (Schoefer and Ennew, 2003). According to Tschohl (2007), 9 out of 10 customers share their experiences with other people. They can tell up to twenty people or more about their experience. The increase of this negative word of mouth can damage the reputation of the hotel (Barlow and Møller, 2008). Additionally, the customer can switch to another brand or
Guest reviews are more important than ever for the hospitality sector. Reviews are frequent; some people refer to those reviews as comments. On …show more content…
Disappointment is one of the main reasons why customers are not brand loyal. Complaint management is essential for service recovery. Answering to customer gives the business the chance to solve their issue. When the complaint is handled properly, the resolved problem might lead to, what researchers call, the service recovery paradox (Jones & Farquhar, 2003; Smith & Bolton, 1998). The service recovery paradox (SRP) is the situation in which the complaining customer is retained after a complaint and becomes a loyal customer due to the resolution of their problem. Thus, the relationship between the client and the business might be enhanced (Barlow and Møller, 2008). Nevertheless, the percentage of customers that complain is small (Stauss and Seidel, 2004). People complain when they think there is a good chance to resolve their problem(Michel, Averty, Andral, Chiffoleau, & Galgani, 2001). Clients do not want to complain because this will cost them a lot of time and effort. The cost of the complaint, according to Barlow and Møller (2008), include stress, time and frustration and these “costs” lower the willingness of a guest to complain (Barlow and Møller, 2008). Finally, if the customer is unsatisfied and does not complain, they will engage in other activities such as telling their friends about their negative feeling towards the hotel (Schoefer and Ennew, 2003). An unhappy customer will participate in negative word of mouth and talk harshly about the organisation (Schoefer and Ennew, 2003). According to Tschohl (2007), 9 out of 10 customers share their experiences with other people. They can tell up to twenty people or more about their experience. The increase of this negative word of mouth can damage the reputation of the hotel (Barlow and Møller, 2008). Additionally, the customer can switch to another brand or