Does Effective Handling of Negative E-Word of Mouth on Social Media Influence Customers' Behavioral Intentions in the Context of Online Travel Agencies

Abstract

In the present study, we examined how effectively online travel agencies (OTAs) handle negative e-word-of-mouth on social media platforms like Facebook, Twitter, and Instagram. We collected data from 497 participants using survey method. To test the hypotheses formulated from the existing literature, structural equation modeling was adopted in this study. The results from structural equation modeling indicate effective handling of the negative e-word of mouth (e-WOM) on social media websites significantly affects customer satisfaction and repurchase intention. The current research work provides insight into social media recovery efforts and service fairness when handling negative e-WOM. The study recommends that customers can distinguish the differences between general efforts and adaptive complaint-handling efforts, and dissimilarities may influence satisfaction, repurchase intentions, etc. Although empathy, apology, responsiveness, and paraphrasing are considered pioneer strategies in complaint handling, customers' negative e-WOM, and firms' recovery management, but the current study is among a few to categorize OTAs' handling of negative e-WOM and complaint handling efforts in the social media environment.

Citation

Agnihotri, D., Chaturvedi, P. and Tripathi, V. (2024), "Does Effective Handling of Negative E-Word of Mouth on Social Media Influence Customers' Behavioral Intentions in the Context of Online Travel Agencies", Singh, N., Kansra, P. and Gupta, S.L. (Ed.) Navigating the Digital Landscape, Emerald Publishing Limited, Leeds, pp. 39-64. https://doi.org/10.1108/978-1-83549-272-720241003