Managing Negative Word-of-Mouth on Social Media Platforms - The Effect of Hotel Management Responses on Observers' Purchase Intention

Ines Nee makes important key contributions to service recovery research by analyzing the effect of management response content towards negative online customer reviews on the observer's purchase intention. This study is the first to provide a conceptual basis of observers' behavioral reactions towards organizational complaint handling in the context of social media and to empirically test the effect of the two most resource-intensive response options of compensation and explanation. With the help of a profound experimental design, the author detects strategies on how hotel companies should respond towards negative online customer reviews in order to increase the observer's purchase intention and the hotel company's return on complaint management.

Sommario

Relevance of Responding to Negative Online Customer Reviews.- The Hotel Industry and its Development since the Emergence of Web 2.0.- Differentiation of Classical Service Recovery Management and Service Recovery Management in the Context of Social Media.-Development of a Conceptual Basis Explaining Observers' Behavioral Reactions towards Complaint Handling on Social Media Platforms.- Empirical Analysis and Validation of Management Response Content.

Dettagli sul prodotto

• Autori: Ines Nee
• Editore: Springer, Berlin
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 16.06.2016
• EAN: 9783658139971
• ISBN: 978-3-658-13997-1
• Pagine: 235
• Dimensioni: 149 mm x 15 mm x 214 mm
• Peso: 334 g
• Illustrazioni: XVIII, 235 p. 28 illus.
• Serie: Innovatives Markenmanagement
• Categorie: Scienze sociali, diritto, economia > Economia > Pubblicità, marketing; Marketing, Management, C, Market research, Business and Management, Tourism, Industries, Tourism Management, Management science, Hospitality, leisure & tourism industries