Abstract
The current study extends the literature on firm-customer online relationship building by jointly assessing customers' opinions and firms' responses to understand their impact on firm ratings. This study implements text analytics and sentiment analysis on customer reviews and manager responses. Specifically, the impact of message sentiment (emotional versus rational) and textual characteristics of online reviews and manager responses is examined. Finally, the assessment focuses on the impact of hotel customer reviews and manager responses sentiment on hotel ratings. Data collection implements a web crawler to gather a consistent panel of user-level activity from TripAdvisor. The final data includes customer reviews, manager responses, and hotel ratings over a three-year period. Current contributions provide further insights into how companies can utilize online reviews and manager responses to increase online ratings of their firms. Managerial implications suggest using emotional responses with short sentences to improve online ratings.
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