Complaining in cyberspace : the motives and forms of hotel guests’ complaints online

Sparks, Beverley & Browning, Victoria (2010) Complaining in cyberspace : the motives and forms of hotel guests’ complaints online. Journal of Hospitality Marketing & Management, 19(7), pp. 797-818.

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Traditionally, consumers who have been dissatisfied with service have typically complained to the frontline personnel or to a manager in either a direct (face-to-face, over the phone) manner, indirect by writing, or done nothing but told friends and family of the incident. More recently, the Internet has provided various “new” ways to air a grievance, especially when little might have been done at the point of service failure. With the opportunity to now spread word-of-mouth globally, consumers have the potential to impact the standing of a brand or a firm's reputation. The hotel industry is particularly vulnerable, as an increasing number of bookings are undertaken via the Internet and the decision process is likely to be influenced by what other previous guests might post on many booking-linked sites. We conducted a qualitative study of a key travel site to ascertain the forms and motives of complaints made online about hotels and resorts. 200 web-based consumer complaints were analyzed using NVivo 8 software. Findings revealed that consumers report a wide range of service failures on the Internet. They tell a highly descriptive, persuasive, and credible story, often motivated by altruism or, at the other end of the continuum, by revenge. These stories have the power to influence potential guests to book or not book accommodation at the affected properties. Implications for managers of hotels and resorts are discussed.

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ID Code: 38161
Item Type: Journal Article
Refereed: Yes
Keywords: Online Complaints, e-complaints, Service Failure, Hospitality
DOI: 10.1080/19368623.2010.508010
ISSN: 1936-8631
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > COMMERCIAL SERVICES (150400) > Hospitality Management (150402)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Deposited On: 25 Oct 2010 23:12
Last Modified: 12 Jul 2017 01:03

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