Theses and Dissertations - UTB/UTPA
Date of Award
12-2014
Document Type
Thesis
Degree Name
Master of Arts (MA)
Department
Communications
First Advisor
Dr. Jennifer Lemanski
Second Advisor
Dr. Mohammadali Zolfagharian
Third Advisor
Dr. Young Joon Lim
Abstract
Past research has revealed that very little research had examined services recovery strategies in the online context. The study investigated different types of companies’ responses to negative online reviews as a service recovery strategy after a service failure. The current research centers on the relationship between one service recovery strategy and three online customer behavioral reactions: post-purchase cognitive dissonance, post-recovery satisfaction and re-purchase intentions. Participants were randomly assigned to one of five conditions and were asked to complete a questionnaire that measured cognitive dissonance, post-recovery satisfaction and re-purchase intention scores, as well as demographic items. Results showed that the apology condition had a significant impact on customer’s post-purchase dissonance, post-recovery satisfaction and re-purchase intentions
Granting Institution
University of Texas-Pan American
Comments
Copyright 2014 Claudia L. Ramos. All Rights Reserved.
https://www.proquest.com/dissertations-theses/companies-responses-negative-online-reviews/docview/1658783730/se-2