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

von: Ines Nee

Springer Gabler, 2016

ISBN: 9783658139988 , 235 Seiten

Format: PDF

Kopierschutz: Wasserzeichen

Windows PC,Mac OSX geeignet für alle DRM-fähigen eReader Apple iPad, Android Tablet PC's

Preis: 53,49 EUR

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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.


Dr. Ines Nee received her PhD at Prof. Dr. Christoph Burmann's Chair of innovative Brand Management at the University of Bremen.