Corporate Strategies for Responding to Negative Comments on Restaurant Pages on Facebook

@article{ART002148459},
author={ 송자현 and 김현정 },
title={Corporate Strategies for Responding to Negative Comments on Restaurant Pages on Facebook},
journal={Culinary Science & Hospitality Research},
issn={2466-0752},
year={2016},
volume={22},
number={6},
pages={61-70},
doi={10.20878/cshr.2016.22.6.006},
url={http://dx.doi.org/10.20878/cshr.2016.22.6.006}

TY - JOUR
AU - 송자현
AU - 김현정
TI - Corporate Strategies for Responding to Negative Comments on Restaurant Pages on Facebook
T2 - Culinary Science & Hospitality Research
PY - 2016
VL - 22
IS - 6
PB - (사)한국조리학회
SP - 61-70
SN - 2466-0752
AB - The purpose of this study is to identify the effects of a company’s response strategies (response type, communication style, and response sincerity) on customer’s brand attitude and purchase intentions. A fictional Facebook fan page containing 6 separate scenarios was developed based on actual customer reviews and company responses observed on Facebook restaurant fan pages. Participants were recruited from Amazon’s Mechanical Turk (MTurk). A total of 202 responses were obtained; 185 responses were analyzed after deleting insufficient responses. The results of MANOVA found that an accommodative response leads customers to have a more favorable attitude towards a brand and have stronger purchasing intentions. In addition, customers who perceive the company’s response to a negative review as sincere are more likely to have a positive brand attitude and purchasing intentions, as compared to those who perceive it as either insincere or neutral.
KW - response type, communication style, response sincerity, brand attitude, purchasing intentions, scenario, negative online review
DO - 10.20878/cshr.2016.22.6.006
UR - http://dx.doi.org/10.20878/cshr.2016.22.6.006
ER -

송자현 and 김현정 (2016). Corporate Strategies for Responding to Negative Comments on Restaurant Pages on Facebook. Culinary Science & Hospitality Research, 22( 6), 61- 70.

송자현 and 김현정 . 2016, “Corporate Strategies for Responding to Negative Comments on Restaurant Pages on Facebook”, Culinary Science & Hospitality Research, vol. 22, no. 6, pp. 61-70. Available from: doi:10.20878/cshr.2016.22.6.006

송자현 김현정 et al. “Corporate Strategies for Responding to Negative Comments on Restaurant Pages on Facebook” Culinary Science & Hospitality Research 22.6 pp. 61-70 (2016): 61.

송자현 , 김현정 . Corporate Strategies for Responding to Negative Comments on Restaurant Pages on Facebook Culinary Science & Hospitality Research [Internet]. 2016; 22( 6), : 61-70. Available from: doi:10.20878/cshr.2016.22.6.006

송자현 and 김현정 . “Corporate Strategies for Responding to Negative Comments on Restaurant Pages on Facebook” Culinary Science & Hospitality Research 22, no.6 (2016): 61-70. doi: 10.20878/cshr.2016.22.6.006

홈 권호 목록 논문 목록 논문 상세

Corporate Strategies for Responding to Negative Comments on Restaurant Pages on Facebook

Culinary Science & Hospitality Research

약어 : CSHR

2016, vol.22, no.6, pp.61 - 70

DOI : 10.20878/cshr.2016.22.6.006

발행기관 : (사)한국조리학회

연구분야 : 기타사회과학

송자현¹ , 김현정²

¹Oklahoma State University

²대구대학교

인용한 논문 수 : 3 서지 간략 보기

초록

The purpose of this study is to identify the effects of a company’s response strategies (response type, communication style, and response sincerity) on customer’s brand attitude and purchase intentions. A fictional Facebook fan page containing 6 separate scenarios was developed based on actual customer reviews and company responses observed on Facebook restaurant fan pages. Participants were recruited from Amazon’s Mechanical Turk (MTurk). A total of 202 responses were obtained; 185 responses were analyzed after deleting insufficient responses. The results of MANOVA found that an accommodative response leads customers to have a more favorable attitude towards a brand and have stronger purchasing intentions. In addition, customers who perceive the company’s response to a negative review as sincere are more likely to have a positive brand attitude and purchasing intentions, as compared to those who perceive it as either insincere or neutral.

키워드

response type, communication style, response sincerity, brand attitude, purchasing intentions, scenario, negative online review

참고문헌(18)

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