When and how Managers' Responses to Online Reviews Affect Subsequent Reviews
研究了酒店管理者公开回应顾客评论如何影响后续评论者的评分，发现回应负面评论能提升后续评分，而回应正面评论反而有负面影响，且回应内容的具体性会调节这种效应。
In this study, the authors investigate the externalities of managers' responses (MRs) to online reviews on popular travel websites. Specifically, the authors examine the effect of publicly responding to hotel guests' reviews on subsequent reviewer ratings. The authors find that manager responses to negative reviews (MR-N) can significantly influence subsequent opinion in a positive way if those responses are observable at the time of reviewing. Notably, the findings show this externality to be negative for manager responses to positive reviews (MR-P). The authors conduct a topic analysis on review texts and corresponding MRs to study the moderating role of response tailoring on the opinion externalities of MR. The authors show that tailored MR amplifies the positive (negative) impact of MR-N (MR-P) on subsequent opinion. Intuitively, tailoring an MR-N adds specificity to the hotel's complaint management strategy, bolstering the positive effects of MR-N on subsequent opinion. However, by highlighting specific positive elements of a review, managers' intent for responding is brought into question as they take advantage of reviewers' positive feedback to promote their hotel.