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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
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Description for Managing Negative Word-of-Mouth on Social Media Platforms: The Effect of Hotel Management Responses on Observers´ Purchase Intention
Paperback. Series: Innovatives Markenmanagement. Num Pages: 253 pages, 28 black & white illustrations, biography. BIC Classification: KJS; KNSH. Category: (G) General (US: Trade). Dimension: 151 x 211 x 19. Weight in Grams: 344.
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 ... Read more
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 ... Read more
Product Details
Publisher
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Format
Paperback
Publication date
2016
Series
Innovatives Markenmanagement
Condition
New
Weight
343g
Number of Pages
235
Place of Publication
, Germany
ISBN
9783658139971
SKU
V9783658139971
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Ines Nee
Dr. Ines Nee received her PhD at Prof. Dr. Christoph Burmann's Chair of innovative Brand Management at the University of Bremen.
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