Earticle

초록

영어

This research paper examines the impact of negative reviews on consumer behavior and attitudes towards products. We focus on the informational value of negative reviews in highlighting purchase risks, as consumers often prefer these reviews to gauge potential drawbacks. Additionally, our study explores the influence of response strategies to negative reviews, an area that has garnered scholarly interest yet lacks depth in terms of product type. We investigate whether the effectiveness of recovery strategies varies between hedonic (pleasure-oriented) and utilitarian (function-oriented) products. Utilizing the CXQ model, we delve into the interactions between service quality, customer satisfaction, and their effects on loyalty and repeat purchasing, particularly in the context of sports marketing. This approach aims to offer insights into the nuanced relationship between consumer feedback and marketing strategies. Based on that, our study aims to answer following questions: 1. How different types of seller Response on Negative Reviews affect consumer’s perception of Service Outcome Quality, Interaction Quality, and overall customer experience quality? 2. Is there a difference between groups of affected customers based on response type?

키워드

저자

• 김엘레나 [ Department of business Administration, SoonChunHyang University ]
• 최재원 [ Department of business Administration, SoonChunHyang University ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국경영정보학회 정기 학술대회 [KMIS Conference]

• 간기

  반년간

• 수록기간

  1990~2026

• 십진분류

  KDC 325 DDC 658