Managers increasingly address client feedback online, a practice known as webcare. Based on a systematic literature review on webcare, we provide a framework that aims to identify potential generalizations, discuss possible explanations for inconsistencies that require further investigation, and identify the under-researched areas concerning the managerial responses to eWOM (electronic Word-of-Mouth). This framework covers several practical and theoretical questions. Our systematic review suggests that organizations should respond to eWOM, especially when it is negative, and should do so in a personalized, detailed, and timely manner. Accommodative webcare should go beyond a mere apology and should focus on solving the issue. We integrate these results from prior research with insights from justice theory, attribution theory, message personalization, and service recovery to develop an extensive conceptual framework describing the factors to consider when engaging in webcare and the potential outcomes. This framework guides our suggestions for future research that should disentangle the many contradictory effects (e.g., when to use defensive webcare) and cover under-researched topics (e.g., webcare strategies for positive WOM specifically or the underlying mechanisms explaining the effects of different webcare strategies), and the mechanisms through which webcare strategies lead to better business performance.

经理们越来越多地在线处理客户反馈，这种做法被称为 webcare。基于对 webcare 的系统文献回顾，我们提供了一个框架，旨在识别潜在的概括，讨论需要进一步调查的不一致的可能解释，并确定与 eWOM（电子口碑）的管理响应相关的研究不足的领域). 该框架涵盖了几个实践和理论问题。我们的系统审查建议，组织应该对网上口碑做出回应，尤其是当它是负面的时候，并且应该以个性化、详细和及时的方式回应。宽容的网络护理不应只是道歉，而应专注于解决问题。我们将先前研究的这些结果与正义理论、归因理论、消息个性化和服务恢复，以开发一个广泛的概念框架，描述参与网络护理时要考虑的因素和潜在结果。该框架指导我们对未来研究的建议，这些研究应该理清许多相互矛盾的影响（例如，何时使用防御性网络护理）并涵盖研究不足的主题（例如，专门针对积极 WOM 的网络护理策略或解释不同网络护理策略效果的潜在机制)，以及 webcare 策略带来更好业务绩效的机制。