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An Analysis Of Online Customer Complaints In Multiple Sectors Of The Hotel Industry, Tianshu Zheng, Thomas R. Schrier, Michelle Millar

Hospitality Management

The Internet has become a highly used tool for communication. Through the use of online communities consumers are able to view as well as leave comments regarding their experiences. These comments can either be positive or negative. By examining the customer complaining behavior, the purpose of this study is to identify the differences between negative online complaints against luxury hotels and mid-scale hotels, and to provide managers with some insights to help them respond properly to different online complaints. Using both qualitative and quantitative approaches, online complaints will be analyzed. The findings of this study are expected to help hotel …