University of Twente Student Theses


Brand Management: Dealing with negative eWOM by restaurants

Schabbink, L.J.S. (2019) Brand Management: Dealing with negative eWOM by restaurants.

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Abstract:This paper aims to find out how restaurants can deal with negative e-WOM. Online reviews are becoming a larger part of the expression of a customer’s experience. When a customer expresses its customer experience online, it can influence a restaurant either positively or negatively. The effects of negative online reviews on the number of sales and the image of the restaurant are well known. Thus, it should also be clear how a restaurant can handle these negative online reviews in order to minimize the consequences. Therefore, different response strategies are explained and examined. By conducting an experimental survey, an analysis can be done about different response strategies. As a result, a recommendation for restaurants will be given in order to handle negative online reviews as best as possible.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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