书目名称 | Managing Negative Word-of-Mouth on Social Media Platforms |
副标题 | The Effect of Hotel |
编辑 | Ines Nee |
视频video | |
概述 | Publication in the field of economic sciences.Includes supplementary material: |
丛书名称 | Innovatives Markenmanagement |
图书封面 |  |
描述 | .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.. |
出版日期 | Book 2016 |
关键词 | Online Customer Reviews; Management Response Content; Hotel Industry; Communication; Marketing |
版次 | 1 |
doi | https://doi.org/10.1007/978-3-658-13998-8 |
isbn_softcover | 978-3-658-13997-1 |
isbn_ebook | 978-3-658-13998-8Series ISSN 2627-1109 Series E-ISSN 2627-1117 |
issn_series | 2627-1109 |
copyright | Springer Fachmedien Wiesbaden 2016 |