Evaluating response strategies to deal with Negative Word-of-Mouth on Facebook pages of Telecommunications Operators in Portugal
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/26872 |
Resumo: | The Telecommunications represent one of the leading industries in Portugal when it comes to complaints and Negative Word-Of-Mouth (NWOM), including online NWOM. Providing efficient answers, basing them on an adequate response strategy, is one possible form of complaint management. The goal is then to understand if an alternative response strategy could be applied, in order to deal with NWOM posted online by costumers, so that it could impact the intentions and opinions of other customers – who are exposed to this type of content. An extensive comparison between the current response strategy applied and what the existing literature suggests was made, so that an actual alternative response strategy could be proposed. Later, an online questionnaire was created, as it was essential to develop an experimental in-between groups design. One group (A) was exposed to the current response strategy; while the other (B) was exposed to the alternative one proposed. Questions concerning customers’ opinions and intentions based on the three constructs proposed – Brand Attitude, Repatronage and Repurchase Intentions and NWOM Intention – were included. The main conclusion obtained was that no improvements concerning customers’ intentions were reached, by applying the alternative response strategy proposed. The three formulated hypotheses – associated with the three proposed constructs – were rejected, as no statistically significant difference (between the two groups) was found. By exploring and proposing a concrete alternative response strategy, the current research adds not only academic but also managerial value. To conclude, relevant limitations are discussed and future research orientations are proposed. |
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Evaluating response strategies to deal with Negative Word-of-Mouth on Facebook pages of Telecommunications Operators in PortugaleNWOMService recoveryResponse strategyBrand attitudeRepurchase intentionNWOMTelecommunicationsRecuperação do serviçoEstratégia de respostaAtitude face à marcaIntenção de recompraTelecomunicaçõesDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe Telecommunications represent one of the leading industries in Portugal when it comes to complaints and Negative Word-Of-Mouth (NWOM), including online NWOM. Providing efficient answers, basing them on an adequate response strategy, is one possible form of complaint management. The goal is then to understand if an alternative response strategy could be applied, in order to deal with NWOM posted online by costumers, so that it could impact the intentions and opinions of other customers – who are exposed to this type of content. An extensive comparison between the current response strategy applied and what the existing literature suggests was made, so that an actual alternative response strategy could be proposed. Later, an online questionnaire was created, as it was essential to develop an experimental in-between groups design. One group (A) was exposed to the current response strategy; while the other (B) was exposed to the alternative one proposed. Questions concerning customers’ opinions and intentions based on the three constructs proposed – Brand Attitude, Repatronage and Repurchase Intentions and NWOM Intention – were included. The main conclusion obtained was that no improvements concerning customers’ intentions were reached, by applying the alternative response strategy proposed. The three formulated hypotheses – associated with the three proposed constructs – were rejected, as no statistically significant difference (between the two groups) was found. By exploring and proposing a concrete alternative response strategy, the current research adds not only academic but also managerial value. To conclude, relevant limitations are discussed and future research orientations are proposed.As Telecomunicações representam uma das indústrias líderes no que diz respeito a reclamações e Word-Of-Mouth Negativo (NWOM), incluindo NWOM online. Responder eficientemente ao NWOM, baseando-se numa estratégia de resposta adequada, é uma forma possível de gestão de reclamações. O principal objetivo é entender se uma estratégia de resposta alternativa poderia ser aplicada, para combater o NWOM publicado online por clientes, para que se pudesse influenciar as intenções e opiniões de outros clientes - que estão expostos a esse tipo de conteúdo. Foi realizada uma extensa comparação entre a estratégia de resposta actualmente aplicada e o que a literatura existente sugere, para que uma estratégia de resposta alternativa pudesse ser proposta. Posteriormente, um questionário online foi criado, visto que era essencial desenvolver um “design” experimental entre grupos. Um grupo (A) foi exposto à estratégia de resposta actual; o outro (B) foi exposto à estratégia alternativa proposta. Questões relativas à opinião e intenções dos consumidores, baseadas nos três constructos propostos – atitude face à marca, intenção de recompra e intenção de NWOM – foram incluídas. A principal conclusão obtida foi que nenhuma melhoria nas intenções dos clientes foi alcançada, aplicando a estratégia de resposta alternativa proposta. As três hipóteses formuladas – associadas aos três constructos propostos – foram rejeitadas, pois não foi provada a existência de uma diferença estatisticamente significativa (entre os dois grupos). Ao explorar e propor uma estratégia de resposta alternativa concreta, este estudo não acrescenta apenas valor académico mas também prático. Para concluir, limitações relevantes são discutidas e futuras pesquisas são propostas.Langaro, DanielaVeritati - Repositório Institucional da Universidade Católica PortuguesaSilva, Raquel Maria Martins Carneiro da2019-02-18T11:32:59Z2019-01-2920192019-01-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/26872TID:202171566enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:32:22Zoai:repositorio.ucp.pt:10400.14/26872Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:21:26.699584Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Evaluating response strategies to deal with Negative Word-of-Mouth on Facebook pages of Telecommunications Operators in Portugal |
title |
Evaluating response strategies to deal with Negative Word-of-Mouth on Facebook pages of Telecommunications Operators in Portugal |
spellingShingle |
Evaluating response strategies to deal with Negative Word-of-Mouth on Facebook pages of Telecommunications Operators in Portugal Silva, Raquel Maria Martins Carneiro da eNWOM Service recovery Response strategy Brand attitude Repurchase intention NWOM Telecommunications Recuperação do serviço Estratégia de resposta Atitude face à marca Intenção de recompra Telecomunicações Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Evaluating response strategies to deal with Negative Word-of-Mouth on Facebook pages of Telecommunications Operators in Portugal |
title_full |
Evaluating response strategies to deal with Negative Word-of-Mouth on Facebook pages of Telecommunications Operators in Portugal |
title_fullStr |
Evaluating response strategies to deal with Negative Word-of-Mouth on Facebook pages of Telecommunications Operators in Portugal |
title_full_unstemmed |
Evaluating response strategies to deal with Negative Word-of-Mouth on Facebook pages of Telecommunications Operators in Portugal |
title_sort |
Evaluating response strategies to deal with Negative Word-of-Mouth on Facebook pages of Telecommunications Operators in Portugal |
author |
Silva, Raquel Maria Martins Carneiro da |
author_facet |
Silva, Raquel Maria Martins Carneiro da |
author_role |
author |
dc.contributor.none.fl_str_mv |
Langaro, Daniela Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Silva, Raquel Maria Martins Carneiro da |
dc.subject.por.fl_str_mv |
eNWOM Service recovery Response strategy Brand attitude Repurchase intention NWOM Telecommunications Recuperação do serviço Estratégia de resposta Atitude face à marca Intenção de recompra Telecomunicações Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
eNWOM Service recovery Response strategy Brand attitude Repurchase intention NWOM Telecommunications Recuperação do serviço Estratégia de resposta Atitude face à marca Intenção de recompra Telecomunicações Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The Telecommunications represent one of the leading industries in Portugal when it comes to complaints and Negative Word-Of-Mouth (NWOM), including online NWOM. Providing efficient answers, basing them on an adequate response strategy, is one possible form of complaint management. The goal is then to understand if an alternative response strategy could be applied, in order to deal with NWOM posted online by costumers, so that it could impact the intentions and opinions of other customers – who are exposed to this type of content. An extensive comparison between the current response strategy applied and what the existing literature suggests was made, so that an actual alternative response strategy could be proposed. Later, an online questionnaire was created, as it was essential to develop an experimental in-between groups design. One group (A) was exposed to the current response strategy; while the other (B) was exposed to the alternative one proposed. Questions concerning customers’ opinions and intentions based on the three constructs proposed – Brand Attitude, Repatronage and Repurchase Intentions and NWOM Intention – were included. The main conclusion obtained was that no improvements concerning customers’ intentions were reached, by applying the alternative response strategy proposed. The three formulated hypotheses – associated with the three proposed constructs – were rejected, as no statistically significant difference (between the two groups) was found. By exploring and proposing a concrete alternative response strategy, the current research adds not only academic but also managerial value. To conclude, relevant limitations are discussed and future research orientations are proposed. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-02-18T11:32:59Z 2019-01-29 2019 2019-01-29T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/26872 TID:202171566 |
url |
http://hdl.handle.net/10400.14/26872 |
identifier_str_mv |
TID:202171566 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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