Transforming Online Complaints into Positive Word-of-Mouth with Webcare

Iris Siret, William Sabadie, Wolfgang Jonas Weitzl

Publikation: Beitrag in Buch/Bericht/TagungsbandKonferenzbeitragBegutachtung

Abstract

The present research develops and tests a theory explaining the effectiveness of implicit and explicit direct requests from a company embedded in webcare responses to change negative reviews (NWOM) into positive word-of-mouth (PWOM). Based on three scenario-based online experiments with between-subjects designs (n1 = 293, n2 = 349 and n3 = 424), this work offers three important findings: First, explicit requests lead to a higher intention to change the negative review to the benefit of the company compared to implicit requests. Second, it is through the perceived legitimacy that the request influences revision intentions. Third, boundary conditions such as problem stability and post-recovery satisfaction that make the request (un-)effective should be considered. These studies show that, contrary to popular belief, the negative publicity generated by public complaints is not inevitable and can be turned into an asset for the company by simply asking.
OriginalspracheEnglisch
TitelProceedings of the 2023 EMAC Annual Conference
ErscheinungsortOdense
Herausgeber (Verlag)European Marketing Academy
PublikationsstatusVeröffentlicht - 2023
VeranstaltungEMAC 2023 - University of Souther Denmark, Odense, Dänemark
Dauer: 23 Mai 202326 Mai 2023

Konferenz

KonferenzEMAC 2023
Land/GebietDänemark
OrtOdense
Zeitraum23.05.202326.05.2023

Schlagwörter

  • Complaining
  • Negative word-of-mouth
  • Positive word-of-mouth
  • Online complaining
  • Webcare
  • Service Recovery
  • Service Management
  • Customer experience
  • Online service recovery

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