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.

摘要

鉴于负面在线评论 (NOR) 对服务行业的广泛而显着的影响，本研究解决了一个及时且重要的主题——服务公司如何制定有效的管理响应 (MR) 来响应 NOR。我们提出了一种基于战术和基于文化的综合MR设计模型，特别适用于在线评论平台中的服务公司。基于归因理论和跨文化文献，我们的研究通过提出一系列命题来丰富电子口碑文学，这些命题说明了如何通过结合不同文化下的 MR 源和 MR 目标来有效地传递不同类型的 MR。