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Managing Negative Word-of-Mouth on Social Media Platforms: The Effect of Hotel Management Responses on Observers’ Purchase Intention: Innovatives Markenmanagement

Autor Ines Nee
en Limba Engleză Paperback – 16 iun 2016
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.
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Specificații

ISBN-13: 9783658139971
ISBN-10: 3658139978
Pagini: 235
Ilustrații: XVIII, 235 p. 28 illus.
Dimensiuni: 148 x 210 x 14 mm
Greutate: 0.31 kg
Ediția:1st ed. 2016
Editura: Springer Fachmedien Wiesbaden
Colecția Springer Gabler
Seria Innovatives Markenmanagement

Locul publicării:Wiesbaden, Germany

Cuprins

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.

Notă biografică

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

Textul de pe ultima copertă

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.
Contents
  • 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
Target Groups
  • Researchers and students in the fields of marketing, communication and digital marketing
  • Practitioners in these areas
The Author
Dr. Ines Nee received her PhD at Prof. Dr. Christoph Burmann’s Chair of innovative Brand Management at the University of Bremen.

Caracteristici

Publication in the field of economic sciences Includes supplementary material: sn.pub/extras