@inbook{2425e144769043eea4eb7103a0dd1c2c,
title = "Management responses to negative online customer reviews : the effect of compensation and explanation on the observer{\textquoteright}s purchase intention: An abstract",
abstract = "Negative online customer reviews affect potential customers{\textquoteright} purchase decisions. Observers represent potential customers who read online customer reviews to make informed purchase decisions. Consequently, there is a need to respond to negative online customer reviews. This study investigates the effect of compensation and explanation on observer{\textquoteright}s purchase intention. Applying an experimental between-subjects design, the results of a study with 381 participants show that a monetary compensation combined with an explanation has the greatest effect on the observer{\textquoteright}s purchase intention. More importantly, a monetary compensation and an explanation alone each have the same positive effect on the observer{\textquoteright}s purchase intention. As compensating monetarily implies significant financial losses, organizations are advised to provide an explanation in cases of resource constraints.",
author = "Rico Piehler and Michael Schade and Ines Nee and Christoph Burmann",
year = "2018",
doi = "10.1007/978-3-319-66023-3\_189",
language = "English",
isbn = "9783319660226",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer, Springer Nature",
pages = "571",
editor = "Nina Krey and Patricia Rossi",
booktitle = "Back to the future : using marketing basics to provide customer value",
address = "United States",
note = "2017 Academy of Marketing Science (AMS) Annual Conference ; Conference date: 24-05-2017 Through 26-05-2017",
}