Response Strategy to Negative Electronic Word-of-Mouth: A Case Study of Marriott International in 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 wordof- 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.