In search for productivity in hotel management responses to online reviews: Which and where to respond?

Abstract

This study investigates the practice of responding to online reviews among hoteliers and makes an effort in seeking productivity improvements in managing this task from the perspective of the service quality-productivity-profitability triangle in the hotel sector. A mixed-method approach including systematic review and interviews is used. The systematic review looks at two branches of literature namely (1) the relationship between service quality and productivity in the context of management responses to online reviews and (2) different management response strategies, especially rote responses. Next, the interviews on ten hotel managers coupled with document analysis on 300 guests’ reviews and managerial responses of the hotels are used to explore the practices of responding to online reviews from the angle of productivity improvements and its relation to their business profitability. Findings show that existing literature on management responses primarily focuses on two dimensions namely the volume of responses (i.e., full responses, strategic responses, and no response) and the customization of responses (i.e., high tailoring and low tailoring responses). Interview results reveal that hoteliers often adopt a full response strategy, utilizing templates for generic and positive reviews, while customizing responses for specific and negative reviews. However, challenges such as workforce allocation and limitations from review platforms can hinder effective response management. This is the first study to look at management responses from productivity approach and how they fit into the service quality-productivity-profitability triangle. A novel framework of management responses for hotel industry with a particular focus on at responding productivity has been given.