“our profound apologies”: building rapport with webcare to online reviews

HIGHLIGHTS

• What: This study examines the apology strategies as webcare in rapport in the responses to negative online reviews by hotels of three different star-ratings in Malaysia on TripAdvisor. The ratings of poor or terrible are considered as negative reviews, and the responses to the negative reviews of these two ratings were the research focus in this study. Rapport Management Model (RMM) With the research focus on rapport management by apologising, the primary scaffolding of this study is the Rapport Management Model (RMM) developed by Spencer-Oatey . This study implemented the methodology by Herring , which is computer . . .
  

   

  

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