Online Customer Reviews Used as Complaint Management Tool

Complaints can keep customer relations harmonious and makes them even stronger, and through complaints, hotels can learn about their own weaknesses as well as customer needs and help to improve their performance.

Abstract

On travel review platforms, tourists can share their holiday experiences with the global community. In case of critical experiences, consumers can use online reviews as a further channel to articulate their complaints. Through Web 2.0, negative word-of-mouth is spread to a progressively larger audience with the instant of a mouse click. Therefore, complaint management is an integral part of today's business strategies. Successful complaint resolution can keep customer relations harmonious and makes them even stronger. Through complaints, hotels can learn about their own weaknesses as well as customer needs. Online reviews integrate such valuable information and can help hotels to improve their performance.