รหัสดีโอไอ 10.14457/TU.the.2020.360
Title Impact of hotel responses on prospective customers’ inference of trust
Creator Dung Minh Tran
Contributor Paul G. Patterson, Advisor
Publisher Thammasat University
Publication Year 2020
Keyword Trust, Positive effect, Move, Review response genre, Agoda
Abstract Purpose: The present study identified move structures of hotel responses to positive reviews on an online travel booking platform in Thailand and assessed the impact of hotel responses on prospective customers’ trust inference.Methodology: The first part classified and identified moves and move presence in 599 hotel responses to positive reviews from 114 hotels in Bangkok on the Agoda travel booking platform. Obligatory and optional moves, move sequence, move structure, move clusters, and move sentiment were identified. The second part assessed the impact of hotel responses on customer trust inference from hotel managers' and prospective customers' perspectives.Findings: Receiving no response made only 28% of prospective customers agree that they could trust the hotel while receiving a simple Passive-Constructive Response or an Enhanced Active-Constructive response made 44% and 63% of prospective customers, respectively, agree with the hotel’s trustworthiness.Implications: Hotel managers should always respond to positive reviews and employ the enhanced active-constructive response to increasing customer trust inference.
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Dung Minh Tran และผู้แต่งคนอื่นๆ. (2020) Impact of hotel responses on prospective customers’ inference of trust. Thammasat University:ม.ป.ท.
Dung Minh Tran และผู้แต่งคนอื่นๆ. 2020. Impact of hotel responses on prospective customers’ inference of trust. ม.ป.ท.:Thammasat University;
Dung Minh Tran และผู้แต่งคนอื่นๆ. Impact of hotel responses on prospective customers’ inference of trust. ม.ป.ท.:Thammasat University, 2020. Print.