Advertisement

The Impact of Managerial Responses to Online Reviews on Consumers’ Perceived Trust and Attitude

  • Nathalia Purnawirawan
  • Patrick De Pelsmacker
  • Nathalie Dens
Chapter
Part of the European Advertising Academy book series (EAA, volume 5)

Abstract

Advancing technology and recent developments in communication media have created powerful possibilities for consumers to share their stories and experiences regarding a product or service online. They talk about brands and companies not only in a positive way (“Food and service in this restaurant are just great”) but also in a negative way (“This product turns out to be very disappointing”).

Keywords

Service Provider Managerial Response Response Strategy Service Failure Service Recovery 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Anderson, E. W.; Fornell, C. and Rust, R. T. (1997), "Customer Satisfaction, Productivity, and Profitability: Differences between Goods and Services," in: Marketing Science, Vol. 16, 2, 129–145.CrossRefGoogle Scholar
  2. Bart, Y.; Shankar, V.; Sultan, F. and Urban, G. L. (2005), "Are the Drivers and Role of Online Trust the Same for All Web Sites and Consumers? A Large-Scale Exploratory Empirical Study," in: Journal of Marketing, Vol., 133–152.Google Scholar
  3. Bitner, M. J. (1990), "Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses," in: The Journal of Marketing, Vol., 69–82.Google Scholar
  4. Blodgett, J. G.; Hill, D. J. and Tax, S. S. (1997), "The Effects of Distributive, Procedural, and Interactional Justice on Postcomplaint Behavior," in: Journal of Retailing, Vol. 73, 2, 185–210.CrossRefGoogle Scholar
  5. Cheung, C. M. K. and Lee, M. K. O. (2008), "Online Consumer Reviews: Does Negative Electronic Word-of-Mouth Hurt More?," American Conference on Information Systems (AMCIS) Proceedings, 143, http://aisel.aisnet.org/amcis2008/143.
  6. Chevalier, J. A. and Mayzlin, D. (2006), "The Effect of Word of Mouth on Sales: Online Book Reviews," in: Journal of Marketing Research, Vol. 43, 3, 345–354.CrossRefGoogle Scholar
  7. Coombs, T. W. and Holladay, S. J. (2002), "Helping Crisis Managers Protect Reputational Assets: Initial Tests of the Situational Crisis Communication Theory," in: Management Communication Quarterly, Vol. 16, 2, 165–186.CrossRefGoogle Scholar
  8. Coombs, W. T. (1998), "An Analytic Framework for Crisis Situations: Better Responses from a Better Understanding of the Situation," in: Journal of Public Relations Research, Vol. 10, 3, 177–191.CrossRefGoogle Scholar
  9. Davidow, M. (2003), "Organizational Responses to Customer Complaints: What Works and What Doesn’t," in: Journal of Service Research, Vol. 5, 3, 225–250.CrossRefGoogle Scholar
  10. Harrison McKnight, D.; Choudhury, V. and Kacmar, C. (2002), "The Impact of Initial Consumer Trust on Intentions to Transact with a Web Site: A Trust Building Model," in: The Journal of Strategic Information Systems, Vol. 11, 3, 297–323.CrossRefGoogle Scholar
  11. Hennig-Thurau, T.; Malthouse, E. C.; Friege, C.; Gensler, S.; Lobschat, L.; Rangaswamy, A. and Skiera, B. (2010), "The Impact of New Media on Customer Relationships," in: Journal of Service Research, Vol. 13, 3, 311–330.CrossRefGoogle Scholar
  12. Johnston, R. and Mehra, S. (2002), "Best-Practice Complaint Management," in: Academy of Management Executive, Vol. 16, 4, 145–154.CrossRefGoogle Scholar
  13. Kerkhof, P.; Utz, S. and Beukeboom, C. (2010), "The Ironic Effects of Organizational Responses to Negative Online Consumer Reviews," 9th International Conference on Research in Advertising (Icoria) Proceedings.Google Scholar
  14. Kim, D. J.; Ferrin, D. L. and Rao, H. R. (2008), "A Trust-Based Consumer Decision-Making Model in Electronic Commerce: The Role of Trust, Perceived Risk, and Their Antecedents," in: Decision Support Systems, Vol. 44, 2, 544–564.CrossRefGoogle Scholar
  15. Kim, P. H.; Ferrin, D. L.; Cooper, C. D. and Dirks, K. T. (2004), "Removing the Shadow of Suspicion: The Effects of Apology Versus Denial for Repairing Competence-Versus Integrity-Based Trust Violations," in: Journal of applied psychology, Vol. 89, 1, 104.CrossRefGoogle Scholar
  16. Lee, M. and Youn, S. (2009), "Electronic Word of Mouth (Ewom)," in: International Journal of Advertising, Vol. 28, 3, 473–499.CrossRefGoogle Scholar
  17. Lee, Y. L. and Song, S. (2010), "An Empirical Investigation of Electronic Word-of-Mouth: Informational Motive and Corporate Response Strategy," in: Computers in Human Behavior, Vol. 26, 5, 1073–1080.CrossRefGoogle Scholar
  18. Lichtenstein, D. R. and Bearden, W. O. (1989), "Contextual Influences on Perceptions of Merchant-Supplied Reference Prices," in: Journal of Consumer Research, Vol. 16, 1, 55–66.CrossRefGoogle Scholar
  19. Maxham, J. G. (2001), "Service Recovery's Influence on Consumer Satisfaction, Positive Word-of-Mouth, and Purchase Intentions," in: Journal of Business Research, Vol. 54, 1, 11–24.CrossRefGoogle Scholar
  20. McColl-Kennedy, J. R. and Sparks, B. A. (2003), "Application of Fairness Theory to Service Failures and Service Recovery," in: Journal of Service Research, Vol. 5, 3, 251–266.CrossRefGoogle Scholar
  21. Mueller, R.; Palmer, A.; Mack, R. and McMullan, R. (2003), "Service in the Restaurant Industry: An American and Irish Comparison of Service Failures and Recovery Strategies," in: International Journal of Hospitality Management, Vol. 22, 4, 395–418.CrossRefGoogle Scholar
  22. Ostrom, A. and Iacobucci, D. (1995), "Consumer Trade-Offs and the Evaluation of Services," in: Journal of Marketing, Vol. 59, 1, 17–28.CrossRefGoogle Scholar
  23. Purnawirawan, N.; De Pelsmacker, P. and Dens, N. (2010), "Balance and Sequence in Online Reviews: The Wrap Effect," 9th International Conference on Research in Advertising (Icoria) Proceedings.Google Scholar
  24. Purnawirawan, N.; De Pelsmacker, P. and Dens, N. (2012), "Balance and Sequence in Online Reviews: How Perceived Usefulness Affects Attitudes and Intentions," in: Journal of Interactive Marketing, Vol. 26, 4, 244–255.CrossRefGoogle Scholar
  25. Richins, M. L. (1983), "Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study," in: Journal of Marketing, Vol. 47, 1, 68–78.CrossRefGoogle Scholar
  26. Schouten, E. (2007), "Eerste Hulp Bij Webdiscussie." http://vorige.nrc.nl/article1760860.ece/Eerste_hulp_bij_webdiscussie. Accessed 08/03/2013.
  27. Smith, A. K.; Bolton, R. N. and Wagner, J. (1999), "A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery," in: Journal of Marketing Research, Vol. 36, 3, 356–372.CrossRefGoogle Scholar
  28. Sparks, B. A. and McColl-Kennedy, J. R. (2001), "Justice Strategy Options for Increased Customer Satisfaction in a Services Recovery Setting," in: Journal of Business Research, Vol. 54, 3, 209–218.CrossRefGoogle Scholar
  29. Spreng, R. A.; Harrell, G. D. and Mackoy, R. D. (1995), "Service Recovery: Impact on Satisfaction and Intentions," in: Journal of Services Marketing, Vol. 9, 1, 15–23.CrossRefGoogle Scholar
  30. Stafford, M. R.; Stafford, T. F. and Day, E. (2002), "A Contingency Approach: The Effects of Spokesperson Type and Service Type on Service Advertising Perceptions," in: Journal of Advertising, Vol. 31, 2, 17–35.CrossRefGoogle Scholar
  31. Swanson, S. R. and Kelley, S. W. (2001), "Service Recovery Attributions and Word-of-Mouth Intentions," in: European Journal of Marketing, Vol. 35, 1/2, 194–211.CrossRefGoogle Scholar
  32. Tax, S. S. and Brown, S. W. (1998), "Recovering and Learning from Service Failure," in: Sloan Management review, Vol., Fall, 75–88.Google Scholar
  33. Tax, S. S.; Brown, S. W. and Chandrashekaran, M. (1998), "Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing," in: Journal of Marketing, Vol. 62, 2, 60–76.CrossRefGoogle Scholar
  34. Van Noort, G. and Willemsen, L. M. (2012), "Online Damage Control: The Effects of Proactive Versus Reactive Webcare Interventions in Consumer-Generated and Brand-Generated Platforms," in: Journal of Interactive Marketing, Vol. 26, 3, 131–140.CrossRefGoogle Scholar
  35. Van Vaerenbergh, Y.; Vermeir, I. and Larivière, B. (2013), "Service Recovery’s Impact on Customers Next-in-Line," in: Managing Service Quality, Vol. 23, 6.Google Scholar
  36. Wirtz, J. and Mattila, A. S. (2004), "Consumer Responses to Compensation, Speed of Recovery and Apology after a Service Failure," in: International Journal of Service Industry Management, Vol. 15, 2, 150–166.CrossRefGoogle Scholar

Copyright information

© Springer Fachmedien Wiesbaden 2015

Authors and Affiliations

  • Nathalia Purnawirawan
    • 1
  • Patrick De Pelsmacker
    • 1
  • Nathalie Dens
    • 1
  1. 1.University of AntwerpAntwerpBelgium

Personalised recommendations