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Abstract

Details

Journal of Service Management, vol. 33 no. 4/5
Type: Research Article
ISSN: 1757-5818

Open Access
Article
Publication date: 8 February 2024

Ana Isabel Lopes, Edward C. Malthouse, Nathalie Dens and Patrick De Pelsmacker

Engaging in webcare, i.e. responding to online reviews, can positively affect consumer attitudes, intentions and behavior. Research is often scarce or inconsistent regarding the…

Abstract

Purpose

Engaging in webcare, i.e. responding to online reviews, can positively affect consumer attitudes, intentions and behavior. Research is often scarce or inconsistent regarding the effects of specific webcare strategies on business performance. Therefore, this study tests whether and how several webcare strategies affect hotel bookings.

Design/methodology/approach

We apply machine learning classifiers to secondary data (webcare messages) to classify webcare variables to be included in a regression analysis looking at the effect of these strategies on hotel bookings while controlling for possible confounds such as seasonality and hotel-specific effects.

Findings

The strategies that have a positive effect on bookings are directing reviewers to a private channel, being defensive, offering compensation and having managers sign the response. Webcare strategies to be avoided are apologies, merely asking for more information, inviting customers for another visit and adding informal non-verbal cues. Strategies that do not appear to affect future bookings are expressing gratitude, personalizing and having staff members (rather than managers) sign webcare.

Practical implications

These findings help managers optimize their webcare strategy for better business results and develop automated webcare.

Originality/value

We look into several commonly used and studied webcare strategies that affect actual business outcomes, being that most previous research studies are experimental or look into a very limited set of strategies.

Details

Journal of Service Management, vol. 35 no. 6
Type: Research Article
ISSN: 1757-5818

Keywords

Content available
Book part
Publication date: 29 December 2016

Abstract

Details

Advertising in New Formats and Media
Type: Book
ISBN: 978-1-78560-312-9

Content available
Book part
Publication date: 29 December 2016

Abstract

Details

Advertising in New Formats and Media
Type: Book
ISBN: 978-1-78560-312-9

Content available
Book part
Publication date: 29 December 2016

Abstract

Details

Advertising in New Formats and Media
Type: Book
ISBN: 978-1-78560-312-9

Content available
Book part
Publication date: 2 May 2007

Abstract

Details

Cross-Cultural Buyer Behavior
Type: Book
ISBN: 978-1-84950-485-0

Content available
Article
Publication date: 1 July 2006

Per V. Jenster

1021

Abstract

Details

European Journal of Marketing, vol. 40 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Content available
Article
Publication date: 26 October 2012

345

Abstract

Details

International Marketing Review, vol. 29 no. 6
Type: Research Article
ISSN: 0265-1335

Content available

Abstract

Details

European Journal of Marketing, vol. 58 no. 2
Type: Research Article
ISSN: 0309-0566

Content available
Article
Publication date: 13 November 2017

Carla Ruiz-Mafe and Cleopatra Veloutsou

2626

Abstract

Details

Online Information Review, vol. 41 no. 7
Type: Research Article
ISSN: 1468-4527

1 – 10 of 15