Over the last decade, researchers and practitioners have become increasingly interested in how firms can leverage managerial responses (MRs) to capitalize on positive reviews and mitigate the potential harm caused by negative reviews. Intuitively, companies should respond to negative reviews (MR-N) to mitigate the damage they cause, while offering more general responses to positive reviews (MR-P). However, the proportion of MR-P on TripAdvisor has consistently increased since 2006 and has surpassed the percentage of MR-N since 2013. Two key questions remain: Given the constraints of limited resources, should managers prioritize soothing unsatisfied customers or pleasing satisfied ones? What are the effects of MRs on customer review ratings and financial outcomes?
15 Oct 2024
Research