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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

Part of the Innovatives Markenmanagement book series (INMA)

Table of contents

  1. Front Matter
    Pages I-XVIII
  2. Ines Nee
    Pages 31-103
  3. Ines Nee
    Pages 160-195
  4. Back Matter
    Pages 197-235

About this book

Introduction

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.

Keywords

Online Customer Reviews Management Response Content Hotel Industry Communication Marketing

Authors and affiliations

  • Ines Nee
    • 1
  1. 1.Universität BremenBremenGermany

Bibliographic information

Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Telecommunications
Consumer Packaged Goods