Abstract
This research aimed to assess the strategies implemented by small-sized hotels to handle e-complaints via website and TripAdvisor as a social media platform and to identify the most common reasons for online customers' complaints. To achieve research objectives, data were collected using a mix of quantitative and qualitative approaches. First, an online survey targeted 150 customers who had made e-complaints in the last year. Second, content analysis of 198 collected complaints from the hotels' websites and accounts on TripAdvisor site during the last 12 months. The findings have highlighted that the low quality of food and beverage service was the most common reason for online complaints. The results also revealed that the majority of hotels neither responded to nor monitored complaints via social media, so it was not surprising to find out that the respondents were not satisfied with the aspects of handling e-complain process that adapted by the investigated hotels.
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