Springer Nature
Managing Negative Word-Of-Mouth On Social Media Platforms
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MarcaSpringer Nature
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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 observerâs purchase intention. This study is the first to provide a conceptual basis of observersâ 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 observerâs purchase intention and the hotel companyâs return on complaint management.
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