負面線上評論的價值好嗎？-以飯店業為例

Are Negative Online Reviews Better? A Case Study of Hotel

童啟倫(Chi-Lun Tung)

指導教授 ： 林婷鈴

國立臺北大學/商學院/企業管理學系/碩士(2014年)

摘要

隨網際網路的發展與便利，消費者在規劃行程時，參考其他旅行者的線上評論逐漸成為趨勢，並能選出最適合自己的飯店。此外，飯店業者也同意線上評論對飯店業是改善的好機會，並且能得到更多消費者之關注。因此，線上評論扮演如此重要的角色下，飯店業者若無法重視並給予相對之回應，終將錯失良機。然而，過往研究甚少探討飯店業者對線上評論之態度與回應。本研究為瞭解飯店業者如何對各旅行者不同的線上抱怨進行回應與補救，首先整理抱怨之相關研究，瞭解抱怨定義、分類及消費者抱怨，最後，依據反應模式、服務者回應與補救與飯店業之研究，彙整各類消費者對抱怨之反應，並選定商務與渡假型旅館，探究飯店業者如何回應消費者之線上評論。
　　本研究首先採用質性研究的內容分析法，並以TripAdvisor網站上的評論為樣本來源，旨在探討線上旅行者的抱怨分類，以及旅行者的旅遊目的與來自國別之不同，抱怨內容是否有差異。再者，採用個案研究法，以飯店產業四家個案公司為研究對象進行跨個案研究分析，探討飯店業者對線上評論或抱怨的態度？並如何進行回應與服務補救？
　　研究結果顯示，在商務客、非商務客、亞洲客與非亞洲客分類下，商務旅館之商務客多抱怨飯店設施、餐廳與食物、飯店地點，非商務客則在房間設備、地點以及餐廳與食物方面有較多抱怨。渡假旅館之非商務客在餐廳與食物、顧客服務與飯店設備有較多抱怨，然而，因渡假型旅館商務客較少，商務客抱怨者亦較少。亞洲客在商務旅館較多抱怨房間設備、飯店地點、餐廳與食物，然而，渡假旅館的亞洲客則在餐廳與食物、顧客服務有較多抱怨。飯店業者針對TripAdvisor線上評論之回應，B渡假酒店給予相當重視，共回應17則評論，A1大飯店則近年才逐漸重視，所以僅回應5則評論。而A2與B2飯店則無特別重視TripAdvisor線上評論，因此並無任何回應。本研究希望藉由分析個案廠商對線上評論的態度與回應成果，給予其他飯店業者未來面對消費者線上評論之借鏡，以做出更好之決策。

關鍵字

反應模式 ； 抱怨 ； 線上評論 ； 飯店業

並列摘要

When selecting the hotel to live in, consumers will take online reviews as references. Hotels can also have more customers’ concerns and chances to improve through the online reviews. Therefore, Hotels should give those online reviews appropriate responses. However, there are few studies exploring relationshipsbetween hotels and the responses of online reviews. In order to understand how hotels response every traveler’s online reviews, the research synthesizes the literatures of complaint to build complaint’s definition and classification. Besides, the research takes response mode theory to explain the response of consumers’ complaints and how service suppliers respond those complaints.
　　The research will use content analysis to analyze the complaints of hotels on TripAdvisor . Secondly, we will use four case studies to understand why hotel only respond some types of complaints?
　　According to the results, as for business hotels, business travelers have more complaints about hotel facilities, restauransts, food and their location while non-business travelers have more complaints about room facilities, restaurants, food and location. On the other hand, as for holiday hotels, non-business travelers have more complaints about restaurants, food, services and hotel facilities. Asian travelers have more complaints about restaurants, food, room facilities and location in business hotels while having more complaints about restaurants, food and service in holiday hotels. Hotel B1 has the positive attitude to respond the consumers’ complaints about it, including 11 positive reviews and 7 complaints. However, hotel A1, A2 and B2 are not as aggressive as the attitude of Hotel B1.

並列關鍵字

Response mode ； Complaint ； Online review ； Hotel

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