Online Consumer Reviews and Management Responses: Intercultural Service Encounters in the Digital World
Chapter
Author(s):
Tilman Schröder
Year: 2024
In R. Lietz, M. Mendes de Oliveira, L. Conti, & F. Lenehan (Eds.), Sprache und Interkulturalität in der digitalen Welt / Language and interculturality in the digital world (pp. 155–181). Forum Angewandte Linguistik (F.A.L.): Vol. 70. Peter Lang.
Keywords: ntercultural communication, tourism, service encounter, online reviews, complaints, genre analysisLanguage(s): English
Abstract:
Service encounters between customers and staff members with different cultural backgrounds are susceptible to misunderstandings and dissatisfaction on both sides. After problematic encounters, some customers vent their frustration by publishing complaints in online review portals. Such negative online reviews can thus be considered written records of intercultural conflict between customers and staff members. In review portals, service providers can publicly respond to negative reviews, with the objective of clarifying the complaint, repairing the relationship with the customer, or conveying a positive public image. The present paper analyzes culture-related complaints written by hotel guests in online review portals and management responses to these complaints. First, the study identifies the reasons for intercultural conflict that become apparent in the reviews. Next, it discusses speech act structures
in the management responses to negative culture-related reviews. Based on the
analysis, an initial typology of steps in management responses to culture-related
complaints is developed. The paper finishes with a summary and implications
for future research.
https://www.peterlang.com/document/1334725
Post created by: Lymor Wolf Goldstein