The Impact of Managerial Responses to Online Reviews on Customer Engagement Behavior in the Hotel Industry: A Comparison of Pre- and Post- Pandemic Data

The Impact of Managerial Responses to Online Reviews on Customer Engagement Behavior in the Hotel Industry: A Comparison of Pre- and Post- Pandemic Data

In this study, the impact of managerial response on customer engagement behavior will be clarified. Furthermore, by using pre- and post-pandemic data, changes in the role of managerial response will be investigated. Based on previous studies, response length, response rate, and response time are used as a managerial response, and review ratings, review length, and review frequency are used as customer engagement behavior. Data was collected from Rakuten Travel targeting hotels registered with the Japan Hotel Association. It was revealed that response length had a significant impact on review length before the pandemic and response rate had a significant impact on review frequency in the early pandemic period. Thus, it was confirmed that the role of managerial response changed before and after the pandemic.