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Title: | Response Strategy to Negative Electronic Word-of-Mouth: A Case Study of Marriott International in China |
Authors: | Zhang Jiahui |
Keywords: | Negative electronic word-of-mouth Response strategy hospitality industry Marriott international in China Content analysis |
Issue Date: | 2022 |
Publisher: | Bangkok University |
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. |
Description: | Thesis (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2020 |
Advisor(s): | Rosechongporn Komolsevin |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/5443 |
Appears in Collections: | Theses
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