Service Recovery on Stage: Effects of Social Media Recovery on Virtually Present Others

Hogreve, Jens; Bilstein, Nicola; Hoerner, Kathrin

doi:10.1177/1094670519851871

Cited by 79 publications

(93 citation statements)

References 86 publications

(125 reference statements)

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“…On the other hand, the emergence of social media channels may present a unique challenge for firms in the case of service failures, as consumer complaints and responses to a firm's ineffective recovery efforts can be visible to other uninvolved consumers in these emerging channels (Abney et al, 2017; Schaefers & Schamari, 2015). In a related vein, Hogreve et al (2019) suggest that transparency in service recovery is an important indicator of quality, leading to trust, e‐WOM, and purchase intentions.…”

Section: Discussionmentioning

confidence: 99%

“…As social media has been integrated into traditional e‐commerce sites, more recent studies have focused on service failure in social media platforms, as today's consumers are increasingly using the platforms to share their negative feedback with the public and/or post complaints to companies in real time (Abney et al, 2017; Schaefers & Schamari, 2015). Notably, service recovery transparency is important in developing trust, e‐WOM, and purchase intentions (Hogreve, Bilstein, & Hoerner, 2019).…”

Section: Studymentioning

confidence: 99%

See 1 more Smart Citation

How online trust evolves over time: The role of social perception

Hofacker

Peloza

et al. 2020

Psychology and Marketing

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Using customer service scenarios in an online retail context, the current study examines how cognitive and affective trust develop over time and how service failure negatively impacts trust, along with the trust restoration opportunities provided by recovery. Study 1 findings reveal that the relationship between Web site social perception and affective trust is stronger for repeat visitors than for first-time visitors. Study 2 findings indicate that failure timing and recovery duration play important roles in service failure situations. Overall, the results demonstrate that consumer cognitive and affective trust develop through the number of interactions with a retail Web site over time and that increased Web site social perceptions facilitate the trust-building process.

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Section: Discussionmentioning

confidence: 99%

Section: Studymentioning

confidence: 99%

How online trust evolves over time: The role of social perception

Hofacker

Peloza

et al. 2020

Psychology and Marketing

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“…In service industries, where the ability to try before one buys is not possible and thus increases uncertainty, eWOM is an even more important uncertainty reduction tool [9]. Indeed, research has suggested that eWOM has a strong impact on a variety of aspects related to services, such as decision-making processes, satisfaction with services, and brand impressions (e.g., [10]). When contemplating products such as hotels (i.e., high risk purchases that cannot easily be returned), Carroll and Sileo [11] discovered that over 70% of customers checked out others' reviews before booking a hotel.…”

Section: Introductionmentioning

confidence: 99%

Responding to Negative Electronic Word of Mouth to Improve Purchase Intention

Zinko

Patrick

Furner

et al. 2021

JTAER

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Retailers have little control over what their customers say about their products and services online. Review platforms (e.g., Yelp and Travelocity) are rife with negativity, from both real customers with bad experiences and from fake reviews created by competitors. These negative reviews have been shown to influence the purchasing behavior of future consumers. Many platforms do afford companies some control by including them in the online conversation about their products or services. Crafting a response to a poor review which appeals to future consumers may mitigate some of the negative outcomes associated with that review. This study advances our knowledge of responding to negative reviews by adding to the growing body of research, using a simulation-based experiment to test the influence of three elements of a review response on purchase intention (i.e., an apology, an explanation and a pledge to correct the problem identified in the review). In doing so, the data show that purchase intention increases only when a response contains all three elements. Implications for e-commerce researchers and review platform developers are discussed.

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“…A rich stream of research has demonstrated the benefits of complaint handling on social media. For example, complaint handling has been found to have a positive impact on word of mouth (WOM) and purchase intentions (Hogreve, Bilstein, and Hoerner 2019), restaurant check-ins (Kumar, Qiu, and Kumar 2018), and subsequent ratings (Wang and Chaudhry 2018). These positive effects stem from the fact that firm responses in the public sphere of social media potentially mitigate the complaint's negative impact (e.g., Chung et al 2020).…”

mentioning

confidence: 99%

“…Similarly, Kumar, Qiu, and Kumar (2018, p. 851) argue that firm responses "can improve, though not completely eliminate, the damage created by the negative review." In light of these findings, academics and practitioners alike recommend that firms, almost unconditionally, be responsive on social media and urge them to respond to complaints in a prompt and detailed manner (e.g., Hogreve, Bilstein, and Hoerner 2019;Kowalewicz 2019;Maerowitz 2018). Little research, however, has explored the possible pitfalls of complaint handling on social media.…”

mentioning

confidence: 99%

Complaint Publicization in Social Media

Golmohammadi¹,

Havakhor²,

Gauri³

et al. 2021

Journal of Marketing

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Firms are increasingly turning to social media platforms for complaint handling. Past research and practitioners’ reports highlight the benefits of complaint handling on social media, urging firms to provide prompt and detailed responses to complaints. However, little research has explored the possible drawbacks of such practices, especially when responses inadvertently further publicize complaints. Utilizing two unique data sets in a series of observational and quasi-experimental analyses, this research provides the first evidence of complaint publicization in social media, a phenomenon in which firm responses to complaints on popular social media platforms increase the potential public exposure of complaints. This negative effect can outweigh any positive customer care-signaling impact from firm responses. The authors show that a response strategy that engenders a high level of complaint publicization – e.g., providing detailed responses through multiple communication exchanges with a complainant – could negatively impact perceived quality and firm value, diminish the positive impact of a firm’s own posts, and increase the volume of future complaints. Additional analyses reveal that these adverse impacts are stronger for firms that are targeted by retail investors. The authors also uncover specific response strategies and styles that could mitigate these effects.

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Service Recovery on Stage: Effects of Social Media Recovery on Virtually Present Others

Cited by 79 publications

References 86 publications

How online trust evolves over time: The role of social perception

How online trust evolves over time: The role of social perception

Responding to Negative Electronic Word of Mouth to Improve Purchase Intention

Complaint Publicization in Social Media

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