Negative Reviews: Formation, Spread, And Halt Of Opportunistic Behavior

Keywords

Compensation; Negative reviews; Online deviant behavior; Opportunistic behavior; Service recovery

Abstract

Studies have shown that companies conduct compensation strategies in times of service failure to enhance recovery satisfaction and purchase intention. The role of compensation strategy in individuals’ propensity to leave fake negative reviews, however, has not been well studied. Accordingly, the present conceptual study addresses this gap. First, we present how customers’ deviant behavior is the result of companies’ service recovery strategies (i.e., compensation strategy) themselves. Next, we present how deviant behavior spreads out in a network and then comes to a halt. The paper concludes with a presentation of the conceptual model of the manifestation of individuals’ online deviant behavior. The research is important from both theoretical and managerial perspectives. From a theoretical outlook, this study adds to the literature on the dark side of guest services by investigating deviant behavior of customers and their strong ties. The research provides practitioners with a new perspective on how their service recovery strategy of compensation can lead to individuals displaying online deviant behavior and how they should address the issue.

Publication Date

8-1-2018

Publication Title

International Journal of Hospitality Management

Volume

74

Number of Pages

138-146

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1016/j.ijhm.2018.06.022

Socpus ID

85049031799 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/85049031799

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