酒店顾客的网络抱怨行为——以上海市酒店为例

Online complaint behavior in hotels: A case study of Shanghai hotels

通过Agoda网站上搜集的1078条顾客点评信息,运用内容分析法对上海市3星级以上酒店顾客的网络抱怨行为进行了研究。研究发现:酒店顾客的网络抱怨主要集中于服务、设施、空间、食物、位置等;并通过卡方检验的方法发现酒店档次、国籍、旅客类型对酒店顾客网络抱怨行为具有显著性影响。因此,应该从制订网络声誉管理计划、加强网络声誉的管理、建立全面地反馈系统三个方面全方位的提升酒店的网络声誉。

Based on the study of Agoda,content analysis is performed for 1078 complaints about the three-star level or above hotels in Shanghai drawn from Agoda. The results show that the most common complaints are related to services,facilities,space,food,location,etc.,and chi-square tests demonstrate that hotel grade,traveler nationality,the type of traveler significantly influence on the online complaint behaviors. Finally,the hotel of online reputation management advices are put forward from three aspects: make a reputation management plan,strengthen the online reputation management,and establish a comprehensive feedback system.