Mesurer la valeur des réponses managériales aux commentaires des clients: Étude expérimentale de deux agences de voyage en ligne

Translated title of the contribution: Measuring the value of managerial responses to online reviews - A natural experiment of two online travel agencies

Qiang Ye, Bin Gu, Wei Chen, Rob Law

Research output: Chapter in Book/Report/Conference proceedingConference contribution

20 Scopus citations

Abstract

This study assesses the influence of managerial responses to online customer reviews on product sales. We leverage a natural experiment provided by two online travel agencies. Both agents allow customers to post reviews on hotels, but only one of the travel agents allows hotel management to post managerial responses. Using a difference-in-difference approach, we find that managerial responses have a significant impact on hotel bookings. A hotel that provides managerial responses receives 60% more online bookings than an equivalent hotel without managerial responses. Our result highlights the importance of managing and responding to online customer reviews.

Translated title of the contributionMeasuring the value of managerial responses to online reviews - A natural experiment of two online travel agencies
Original languageFrench
Title of host publicationICIS 2008 Proceedings - Twenty Ninth International Conference on Information Systems
StatePublished - 2008
Externally publishedYes
Event29th International Conference on Information Systems, ICIS 2008 - Paris, France
Duration: Dec 14 2008Dec 17 2008

Other

Other
CountryFrance
CityParis
Period12/14/0812/17/08

Keywords

  • Managerial responses
  • Natural experiment
  • Online reviews
  • Travel industry

ASJC Scopus subject areas

  • Information Systems

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