Social and Behavioral Sciences Commons^™

Companies' Responses To Negative Online Reviews, Claudia L. Ramos

Theses and Dissertations - UTB/UTPA

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 …