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| Author: | Black, H. G. Kelley, S. W. |
| Title: | A storytelling perspective on online customer reviews reporting service failure and recovery |
| Journal: | Journal of Travel & Tourism Marketing
2009 : VOL 26:2, p. 169-179 |
| Index terms: | service management consumer satisfaction reviews hotel and catering industry |
| Language: | eng |
| Abstract: | The purpose of the paper is to test the argument that online customer reviews including elements of storytelling have greater impact on customers deciding whether to stay in a hotel or not, than those with no storytelling elements. Findings indicate that this proposition holds, and additionally, reviews documenting service failure were perceived less helpful. However, reviews documenting an effective recovery were perceived helpful. This article contributes to the understanding of hotel industry and can help managers to develop strategies to encourage customers to write effective storytelling reviews. |
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