Abstract:

The aim of this research is to understand better the dynamics of online negative reviews. Particularly we want to explore the relationship between service recovery online and customer satisfaction in the hospitality industry. Based on the concepts of service failure, service recovery, and satisfaction a conceptual model was developed. With the conceptual model was intended to measure the relationship between service recovery online and customer satisfaction. An empirical quantitative research, with a sample of international travellers, who had written online negative review and have respond on it was used to test the model. From the research resulted practical insights that we believe can be very useful for hotel management to apply service recovery correctly when they are responding dissatisfied customers’ online reviews on travel related platforms.