| Summary: | 碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理研究所 === 105 === In recent years due to the popularity of internet and technology development, Internet plays an important role of daily life to consumer. When booking a hotel on the journey, there are more consumers express their comments and opinions on online platform. Consumers will read online comments to purchase decision-making. Highlights the importance of online reviews on consumers. However, in the hotel industry, how to seize the opportunity and remain on good terms with customers about online reviews. Therefore, this study will discuss the impact of online reviews on hotels. To understand the process and view of online reviews and handle customer complaints in the hotel industry.
In this study, using semi-structured in-depth interviews with 10 hotel employees, we examine the hotel employees who have experience in response to online reviews. To understand hotel's employees attitudes and ways of handling online reviews.
There are four purposes of this study: (1) to understand the hotel’s online reviews response for frequency、pathways、hierarchies、procedures、instructions、strategies and elements；(2) to discuss the hotel toward different factor for customers consideration and customers complain about the online negative reviews；(3) to examine when face the feelings of complaints for the hotel employees and how does the hotel help employees assisting with serious customers complaints；(4) to explain the hotel industry for dealing with online reviews opinions and how to handle and recovery. We hope the research results could offer follow-up hotel industry toward attitude and treatment online reviews on reference and improvement.
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