Cover Managing Negative Word-of-Mouth on Social Media Platforms

Leseprobe

Amazon iTunes Thalia.de Weltbild.de Hugendubel Bücher.de ebook.de kobo Osiander Google Books Barnes&Noble bol.com Legimi yourbook.shop Kulturkaufhaus ebooks-center.de
* Affiliatelinks/Werbelinks

Leseprobe

Managing Negative Word-of-Mouth on Social Media Platforms

Name: Managing Negative Word-of-Mouth on Social Media Platforms
Author: Ines Nee

The Effect of Hotel Management Responses on Observers’ Purchase Intention

Ines Nee

PDF

ca. 53,49 €

Amazon iTunes Thalia.de Weltbild.de Hugendubel Bücher.de ebook.de kobo Osiander Google Books Barnes&Noble bol.com Legimi yourbook.shop Kulturkaufhaus ebooks-center.de
* Affiliatelinks/Werbelinks

Springer Fachmedien Wiesbaden GmbH

Sozialwissenschaften, Recht, Wirtschaft / Werbung, Marketing

Beschreibung

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.

Weitere Titel in dieser Kategorie