Does Culture of Origin Have an Impact on Online Complaining Behaviors? The Perceptions of Asians and Non-Asians

Raksmey Sann, Pei-Chun Lai and Hui-Chen Chang
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Raksmey Sann: Department of Tropical Agriculture and International Cooperation, National Pingtung University of Science and Technology, Pingtung 91201, Taiwan
Pei-Chun Lai: Department of Hotel and Restaurant Management, National Pingtung University of Science and Technology, Pingtung 91201, Taiwan
Hui-Chen Chang: Department of Hotel and Restaurant Management, National Pingtung University of Science and Technology, Pingtung 91201, Taiwan

Sustainability, 2020, vol. 12, issue 5, 1-37

Abstract: The main purpose of this study was to analyze and compare the online complaining behavior of Asian and non-Asian hotels guests who have posted negative hotel reviews on TripAdvisor to voice their dissatisfaction towards a select set of hotel service attributes. A qualitative content analysis of texts which relied on manual coding was used while examining 2020 online complaining reviews directed at 353 UK hotels and posted by visitors originating from 63 countries. The results from the word frequency analysis reveal that both Asian and non-Asian travelers tend to put more emphasis on Booking and Reviews when posting complaints online. Based on a manual qualitative content analysis, 11 different major online complaint categories and 65 sub-categories were identified. Among its important findings, results of this study show that non-Asian guests frequently make complaints which are longer and more detailed than Asian customers. Managerial implications and opportunities for future studies are also discussed.

Keywords: Online Complaining Behavior; Content Analysis; Online Reviews; Electronic Word-of-Mouth (eWOM); Culture of Origin (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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