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

Hogreve J, Bilstein N, Hoerner K (2019)
Journal of Service Research 22(4): 421-439.

Zeitschriftenaufsatz | Veröffentlicht | Englisch
 
Download
OA 644.45 KB
Autor*in
Hogreve, Jens; Bilstein, NicolaUniBi ; Hoerner, Kathrin
Abstract / Bemerkung
Increasingly, customers use social media to voice complaints, making those comments visible to a wide range of uninvolved, virtually present others (VPOs). Many companies seek to shift their complaint-handling efforts away from public online platforms and toward private interactions. However, this approach might not be optimal due to the importance of transparency in social media recovery and its impact on VPOs. Using multiple experiments and building on signaling theory, vicarious learning, and trust repair mechanisms, this study reveals that service recovery transparency acts as an important signal of quality, eliciting trust, and improving VPOs’ word-of-mouth (WOM) and purchase intentions. However, service recovery transparency forms a signal of poor quality when the service recovery is unsuccessful, resulting in negative implications for VPOs’ WOM and purchase intentions. Conditional transparency provides transparency about selected aspects of the service recovery (i.e., the process or result), enabling companies to exploit the positive aspects of transparency and evoke more favorable VPO intentions than would arise with complete opaqueness. Such efforts are necessary because even high brand equity firms suffer when failing to provide recovery transparency.
Stichworte
service recovery; transparency; virtually present others; social media; brand equity
Erscheinungsjahr
2019
Zeitschriftentitel
Journal of Service Research
Band
22
Ausgabe
4
Seite(n)
421-439
ISSN
1094-6705
eISSN
1552-7379
Page URI
https://pub.uni-bielefeld.de/record/2935978

Zitieren

Hogreve J, Bilstein N, Hoerner K. Service Recovery on Stage: Effects of Social Media Recovery on Virtually Present Others. Journal of Service Research. 2019;22(4):421-439.
Hogreve, J., Bilstein, N., & Hoerner, K. (2019). Service Recovery on Stage: Effects of Social Media Recovery on Virtually Present Others. Journal of Service Research, 22(4), 421-439. doi:10.1177/1094670519851871
Hogreve, J., Bilstein, N., and Hoerner, K. (2019). Service Recovery on Stage: Effects of Social Media Recovery on Virtually Present Others. Journal of Service Research 22, 421-439.
Hogreve, J., Bilstein, N., & Hoerner, K., 2019. Service Recovery on Stage: Effects of Social Media Recovery on Virtually Present Others. Journal of Service Research, 22(4), p 421-439.
J. Hogreve, N. Bilstein, and K. Hoerner, “Service Recovery on Stage: Effects of Social Media Recovery on Virtually Present Others”, Journal of Service Research, vol. 22, 2019, pp. 421-439.
Hogreve, J., Bilstein, N., Hoerner, K.: Service Recovery on Stage: Effects of Social Media Recovery on Virtually Present Others. Journal of Service Research. 22, 421-439 (2019).
Hogreve, Jens, Bilstein, Nicola, and Hoerner, Kathrin. “Service Recovery on Stage: Effects of Social Media Recovery on Virtually Present Others”. Journal of Service Research 22.4 (2019): 421-439.
Alle Dateien verfügbar unter der/den folgenden Lizenz(en):
Creative Commons Namensnennung-Nicht kommerziell 4.0 International (CC BY-NC 4.0):
Volltext(e)
Access Level
OA Open Access
Zuletzt Hochgeladen
2020-06-04T20:43:36Z
MD5 Prüfsumme
8aa3b786d96602c8eb1faa7b8fb25fc1

Link(s) zu Volltext(en)
Access Level
OA Open Access