Managing Negative Word-of-Mouth on Social Media Platforms

The Effect of Hotel Management Responses on Observers’ Purchase Intention

by

Subject categories
ISBNs
  • 9783658139971
  • 9783658139988

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.

  • Springer Fachmedien Wiesbaden; June 2016
  • ISBN 9783658139988
  • Read online, or download in secure PDF format
  • Title: Managing Negative Word-of-Mouth on Social Media Platforms
  • Author: Ines Nee
  • Imprint: Springer Gabler
Subject categories
ISBNs
  • 9783658139971
  • 9783658139988

About The Author

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

Subject categories
ISBNs
  • 9783658139971
  • 9783658139988