恻隐之心:消费者对星级酒店不公平口碑的同情反应

The Sense of Mercy:Consumers’Sympathetic Response to the Unfair Review of Star-rated Hotels

负面评论会对酒店产生怎样的影响及管理者应该如何进行回应一直是学界和业界关注的热点之一。文章基于公正世界信念理论和归因理论,通过3个实验证明了当负面评论被认为不公平时,消费者会对酒店产生同情,进而产生积极的消费者反应。实验一验证了与其他类型的评论(如公平的负面评论)相比,不公平的负面评论会引起消费者对酒店更高的支持。实验二证明了消费者对酒店的同情在不公平的负面评论对消费者的积极反应中起中介作用,同时也证明了不公平程度的调节作用。实验三探讨了酒店管理者应该如何回应负面评论的问题,证实了当评论类型为不公平的负面评论时,酒店采取防御型回复风格(vs.适应型回复风格)更能引起消费者对酒店的同情。文章不仅丰富了负面评论管理的理论研究,同时也为酒店妥善处理负面评论、应对“特殊差评”等情况提供了具有借鉴价值的启示。

How negative reviews may affect the hotel and how server staff should respond have always been one of the hotspots of academics and enterprises.Based on the Just World Theory of belief and the Attribution theory,this research proved that when negative reviews are considered unfair,consumers would engender sympathy for the hotel,and response in a positive way accordingly.Experiment 1 verified that compared with other types of reviews(such as fair negative reviews),unfair negative reviews would cause consumers to give more support.Experiment 2 proved the moderating role of the degree of unfairness and that the positive impact of unfair negative reviews on the hotel is mediated by consumers’sympathy for the hotel.Experiment 3 explored the method for hotel staffs to response to negative reviews adequately,and proved that when unfair negative reviews are left,the defensive response style(vs.accommodative response style)could effectively arouse consumer’sympathy and positive attitude towards the hotel.This research not only enriched the theoretical research on the management of negative reviews,but also provided management enlightenment with reference value for hotels to properly handle negative reviews and deal with“specific type of negative reviews”.