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Personalized managerial response and negative inconsistent review helpfulness: The mediating effect of perceived response helpfulness
Journal article   Peer reviewed

Personalized managerial response and negative inconsistent review helpfulness: The mediating effect of perceived response helpfulness

Wangyan Jin, Yuangao Chen, Shuiqing Yang, Shasha Zhou, Hui Jiang and June Wei
Journal of retailing and consumer services, Vol.74, 103398
09/2023
DOI: https://doi.org/10.1016/j.jretconser.2023.103398
Web of Science ID: WOS:000991643600001

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31 Times Cited - Web of Science

Abstract

Understanding the effect of managerial response on online review management has attracted the attention of scholars in recent years. However, the effect of personalized managerial response on the negative inconsistent review is a lack of evidence. This study investigates how personalized managerial responses influence negative review helpfulness according to the various levels of review inconsistency and the underlying mechanism behind the effect. We adopted a secondary data analysis based on the TripAdvisor dataset and used an online experiment study to investigate the impact mechanism. Findings reveal that the personalized managerial response positively influences review helpfulness, review inconsistency (negative rating with positive textual sentiment) moderates the effect of personalized managerial response on review helpfulness, and perceived response helpfulness mediates the above relationships. More specifically, personalized managerial response to negative inconsistent reviews has a pronounced effect on consumers’ perception of response helpfulness and their evaluation of review helpfulness. This study improves the current understanding of managerial responses, and provides practical guidance for hoteliers, consumers, and travel websites.

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