MANAGING DIGITAL RAPPORT: ANALYZING HOTEL RESPONSES TO NEGATIVE ONLINE REVIEWS IN PAKISTAN THROUGH RAPPORT MANAGEMENT THEORY

Abstract

This study investigates how hotels in Pakistan handle customer rapport in response to negative online encounters by framing the study within Rapport Management Theory (RMT). This research analyzes 120 responses from three major cities, i.e., Karachi, Lahore, and Islamabad, from various hotels to evaluate the key strategies hotels adopt to respond to customer complaints and maintain customer relationships. The researcher studied the types of face sensitivity, social rights, interactional goals, empathy, respect, and relational communication that are priorities for Pakistani hotels. Results show that Islamic hospitality values influence hotels' service recovery practices, and hotels' response often reflects cultural and religious norms. The findings show that hotels in Pakistan are directed more at relational than transactional goals when handling complaints. This research contributes to the broader knowledge of service recovery by considering the collectivist culture and practical recommendations for hotel managers in service recovery situations, which are presented to enhance customer satisfaction and loyalty. In future research, cultural and religious factors might be further evaluated to determine their effects on service recovery in specific markets and industries.