Managing Negative Word-of-Mouth on Social Media Platforms: The Effect of Hotel Management Responses on Observers' Purchase Intention

Managing Negative Word-of-Mouth on Social Media Platforms: The Effect of Hotel Management Responses on Observers' Purchase Intention

by Ines Nee

Paperback(1st ed. 2016)

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Product Details

ISBN-13: 9783658139971
Publisher: Springer Fachmedien Wiesbaden
Publication date: 06/08/2016
Series: Innovatives Markenmanagement
Edition description: 1st ed. 2016
Pages: 235
Product dimensions: 5.83(w) x 8.27(h) x (d)

About the Author

Dr. Ines Nee received her PhD at Prof. Dr. Christoph Burmann’s Chair of innovative Brand Management at the University of Bremen.

Table of Contents

Relevance of Responding to Negative Online Customer Reviews.- The Hotel Industry and its Development since the Emergence of Web 2.0.- Differentiation of Classical Service Recovery Management and Service Recovery Management in the Context of Social Media.-Development of a Conceptual Basis Explaining Observers’ Behavioral Reactions towards Complaint Handling on Social Media Platforms.- Empirical Analysis and Validation of Management Response Content.

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