Abstract
Given the widespread and significant impacts of negative online reviews (NORs) on service industries, this research addresses a timely and important topic—how service firms develop effective managerial response (MR) to respond NORs. We propose an integrated tactic-based and culture-based model of MR design that is especially applicable to service firms in the online review platforms. Based on attribution theory and cross-cultural literature, our research enriches the electronic word of mouth literature by proposing a series of propositions that illustrate how different types of MR can be effectively delivered by incorporating both MR source and MR target under different cultures.
| Original language | English |
|---|---|
| Pages (from-to) | 238-248 |
| Number of pages | 11 |
| Journal | Journal of Global Marketing |
| Volume | 34 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - 2021 |
| Externally published | Yes |
Keywords
- culture
- Managerial response
- negative online review
- response source
- response target