Managing Negative Word of Mouth on Social Media Platforms is popular PDF and ePub book, written by Ines Nee in 2016-06-07, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, Managing Negative Word of Mouth on Social Media Platforms can be Read Online from any device for your convenience.
Managing Negative Word of Mouth on Social Media Platforms Book PDF 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.
Detail Book of Managing Negative Word of Mouth on Social Media Platforms PDF
- Author : Ines Nee
- Release : 07 June 2016
- Publisher : Springer
- ISBN : 9783658139988
- Genre : Business & Economics
- Total Page : 251 pages
- Language : English
- PDF File Size : 8,6 Mb
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