The purpose of this paper is to investigate the effects of explanation and compensation, as specific accommodative management responses to negative online customer reviews, on potential customers.,The scenario-based online experiment with 306 participants investigates the effects of explanation and compensation on potential customers’ purchase intentions in the hotel segment of the hospitality industry.,The results reveal that combining an explanation with compensation is the most effective management response; providing neither an explanation nor compensation is the least effective. The effects of management responses that entail providing only an explanation or compensation do not differ significantly.,Continued research should investigate the effects of specific accommodative management responses in other service industries and other cultural settings and consider different kinds of explanations and compensation.,Hotel managers in the hospitality industry should reply to negative online customer reviews by combining an explanation with compensation. Service providers that currently lack structures and procedures to identify service failures and their causes or that cannot take corrective actions should provide compensation. Service providers that currently have limited financial resources should provide explanations.,This study analyses the effects of explanation and compensation on potential customers’ purchase intentions. In addressing the effects on potential customers, instead of on complainants, the conceptual framework represents a novel combination of management responses from service recovery research with signalling theory, the search-experience-credence framework and risk reduction methods.

中文翻译：

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对负面的在线客户评论做出反应

本文的目的是研究解释和补偿的作用，作为对负面在线顾客评论的特定调节管理对潜在顾客的影响。基于情景的在线实验，有306名参与者，研究了解释和补偿对潜在顾客的影响。结果表明，将解释与报酬相结合是最有效的管理对策。既不提供解释也不提供补偿是最无效的。仅提供解释或补偿的管理层回应的效果没有显着差异。继续进行的研究应调查其他服务业和其他文化环境中特定的适应性管理回应的影响，并考虑不同的解释和补偿。酒店业的酒店管理者应通过将解释与补偿相结合来回复负面的在线顾客评论。当前缺乏识别服务故障及其原因或无法采取纠正措施的结构和程序的服务提供商应提供赔偿。当前财力有限的服务提供商应提供解释。本研究分析了解释和补偿对潜在客户购买意图的影响。在解决对潜在客户而不是对投诉人的影响时，