Managing Negative Word-of-Mouth on Social Media Platforms : the Effect of Hotel Management Responses on Observers' Purchase Intention / by Ines Nee.
2016
HF5410-5417.5
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Title
Managing Negative Word-of-Mouth on Social Media Platforms : the Effect of Hotel Management Responses on Observers' Purchase Intention / by Ines Nee.
Author
Nee, Ines, author.
ISBN
3658139986
9783658139988
9783658139971
3658139978 (Trade Paper)
9783658139988
9783658139971
3658139978 (Trade Paper)
Published
Wiesbaden Springer Fachmedien Wiesbaden Imprint : Springer Gabler, 2016.
Language
English
Description
1 online resource (XVIII, 235 pages 28 illustrations)
Item Number
9783658139971
10.1007/978-3-658-13998-8 doi
10.1007/978-3-658-13998-8 doi
Call Number
HF5410-5417.5
Dewey Decimal Classification
658.8
Summary
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.
Bibliography, etc. Note
Includes bibliographical references.
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text file
PDF
Source of Description
Description based on print version record.
Added Corporate Author
École nationale supérieure des beaux-arts (France)
Series
Innovatives Markenmanagement.
Available in Other Form
Print version: 3658139978
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Table of 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.
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.