Negative customer engagement behavior in online social networks : understanding the nuance

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Alexander, Matthew and Azer, Jaylan; (2022) Negative customer engagement behavior in online social networks : understanding the nuance. In: Customer Engagement in Tourism Marketing. Edward Elgar, Cheltenham. (In Press)

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Abstract

Customer Engagement Behavior (CEB) impacts customers' perceptions and experiences, and the performance of organizations. As hospitality and tourism offerings are particularly difficult to evaluate before actual consumption, customers depend on online reviews as the main source of information about a firm's offerings. In this context, negative CEB is especially contagious in online networks, with financial and reputational repercussions for organizations. This chapter outlines six forms of negative CEB identified in online reviewing platforms and insight into the interplay between the intensity of forms and valence of reviews. Theoretically, this chapter reveals empirical research on negative CEB and provides a nuanced view of its forms with additional insights about its intensity levels. Practically, this chapter addresses a key challenge for tourism and hospitality service providers in managing negative CEB when it occurs and offering recommendations to manage different forms of negative CEB.

ORCID iDs

Alexander, Matthew ORCID logoORCID: https://orcid.org/0000-0003-3770-8056 and Azer, Jaylan;
  • Item type:Book Section
    ID code:80206
    Dates:
    Date
    Event
    10 March 2022
    Published
    10 March 2022
    Accepted
    Notes:This is a draft chapter/article. The final version will be available in Customer Engagement in Tourism Marketing: Current Issues and Challenges, forthcoming 2022, Edward Elgar Publishing Ltd. The material cannot be used for any other purpose without further permission of the publisher, and is for private use only.
    Subjects:Social Sciences > Commerce > Marketing. Distribution of products
    Department:Strathclyde Business School > Marketing
    Depositing user: Pure Administrator
    Date deposited:14 Apr 2022 09:33
    Last modified:11 Nov 2024 15:27
    Related URLs:
    URI:https://strathprints.strath.ac.uk/id/eprint/80206
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