Tailoring management response to negative reviews: The effectiveness of accommodative versus defensive responses

作者：

Highlights：

• Firms should semantically tailor management response according to review content.

• Accommodative response is effective for product failure reviews.

• Defensive response is effective for ordinary negative reviews.

• The reduced attribution of negative review towards firms mediates the effect.

• Neither response to positive review nor untailored response is effective.

摘要

•Firms should semantically tailor management response according to review content.•Accommodative response is effective for product failure reviews.•Defensive response is effective for ordinary negative reviews.•The reduced attribution of negative review towards firms mediates the effect.•Neither response to positive review nor untailored response is effective.

论文关键词：Management response,Tailoring,Firm intervention,Negative online reviews,Causal attribution

论文评审过程：Available online 3 March 2018, Version of Record 9 March 2018.

论文官网地址：https://doi.org/10.1016/j.chb.2018.03.009