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.
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