Managing Negative Word-of-Mouth on Social Media Platforms

Managing Negative Word-of-Mouth on Social Media Platforms
Managing Negative Word-of-Mouth on Social Media Platforms: The Effect of Hotel Management Responses on Observers' Purchase Intention
Springer Gabler | Marketing & Sales | July 9, 2016 | ISBN-10: 3658139978 | 235 pages | pdf | 3.91 mb

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 observers 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 observers purchase intention and the hotel companys return on complaint management.

DOWNLOAD LINKS:



Alternate Link for Managing Negative Word-of-Mouth on Social Media Platforms.rar When above links are dead
 kbps

Hello Respective Visitor!

Please Login or Create a FREE Account to gain accesss to hidden contents.

Information

Would you like to leave your comment? Please Login to your account to leave comments. Don't have an account? You can create a free account now.