Complaint Management Unlocked. The effects of different variations of reactive versus proactive webcare on consumer responses and the mediating effect

Name: Complaint Management Unlocked. The effects of different variations of reactive versus proactive webcare on consumer responses and the mediating effect
Brand: Grin Publishing
SKU: 9783656579953
Price: 15.69 EUR
Availability: InStock

Autor: Anika Kunz

Jazyk:

Väzba: Brožovaná

Vydavateľ: Grin Publishing

Dostupnosť: Skladom u dodávateľa

Odosielame za 5-8 dní

15.69 €

Master's Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Ma...

Informácie o knihe

Autor

Anika Kunz

Jazyk

Angličtina

Väzba

Kniha - Brožovaná

Vydalo

2014

Stránok

EAN

9783656579953

ISBN

3656579954

Enbook ID

05284530

Vydavateľ

Grin Publishing

Hmotnosť

Rozmery

148 x 210 x 2

Kompletný popis

Master's Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 7,3 out of 10 (B), University of Amsterdam (Graduate School of Communicatin), course: Communication Science (Persuasive Communication), language: English, abstract: Online platforms empower consumers to share their negative experiences with a broad public of fellow consumers on the Internet. Complaints expressed as negative electronic word of mouth (nWOM) have a great potential to damage companies accused in these publicly made complaints. This study investigates upon the most effective means for companies to counter nWOM by means of webcare. The results show that a loss of satisfaction and trust as well as negative eWOM behaviour after a service failure can be positively influenced depending on the content of a webcare response (accommodative vs. notice). These effects appear to be mediated by consumers expectations. Furthermore, although webcare communication strategy (proactive vs. reactive) does not influence satisfaction, trust and negative eWOM behaviour of senders of nWOM, the results show an influence of webcare communication strategy on positive eWOM behaviour. The findings of this study are discussed in the light of the potential of webcare to serve as a tool for online complaint management.

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Complaint Management Unlocked. The effects of different variations of reactive versus proactive webcare on consumer responses and the mediating effect

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