How to respond to negative online reviews: language style matters
Journal of Service Theory and Practice
ISSN: 2055-6225
Article publication date: 25 March 2024
Issue publication date: 5 July 2024
Abstract
Purpose
Given resource constraints such as time and staffing, hotels cannot respond to all negative online reviews (NORs). Therefore, this study investigates (1) what types of NORs hotels should prioritize responding; and (2) what response strategies are more effective in handling different types of NORs to minimize the negative ramifications.
Design/methodology/approach
Four experiments in the context of hospitability were used to test the hypotheses.
Findings
Our findings show that NORs with implicit conclusions (e.g. “I do not believe that is a good choice, you know what I mean.”) are more dissuasive than NORs with explicit ones (e.g. “Do not buy it.”) because the former NORs are perceived as more objective than the latter NORs. More importantly, our results show that firms do not need to respond to explicit NORs. When responding to implicit NORs, firms should prioritize those related to service failures caused by external (e.g. weather, technological misfunction) rather than internal (e.g. poor management, employee skills) factors.
Research limitations/implications
Our studies focus on the language styles of Chinese NORs, and future research should investigate how language styles influence dissuasion in other languages.
Practical implications
Our results show that NORs with implicit conclusions negatively impact consumer attitude and thus hurt performance more significantly than those with explicit conclusions. Therefore, firms should allocate limited staffing and resources to NORs with implicit conclusions. When responding to implicit NORs, firms should select NORs that can be attributed to external factors.
Originality/value
Our findings shed light on the importance of the language styles of NORs and provide marketers with insights into how to handle NORs. Our results reveal that consumers perceive higher objectivity of NORs when these reviews are implicit than when they are explicit. Furthermore, this study contributes to the online review literature by suggesting that firms should tailor their response strategies for NORs based on the reviewers’ language styles.
Keywords
Acknowledgements
The first author acknowledges the funding provided by Jilin Planning Fund of Philosophy and Social Science (No: 2019W8).
Citation
Zhang, S., Su, L., Zhuang, W. and Babin, B.J. (2024), "How to respond to negative online reviews: language style matters", Journal of Service Theory and Practice, Vol. 34 No. 4, pp. 598-620. https://doi.org/10.1108/JSTP-06-2023-0174
Publisher
:Emerald Publishing Limited
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