Webcare quality: conceptualisation, scale development and validation

Ghosh, Tathagata and Mandal, Santanu (2020) Webcare quality: conceptualisation, scale development and validation. Journal of Marketing Management. pp. 1556-1590.

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Abstract

Managing negative reviews by posting online responses called web�care is a growing trend among marketers. However, no research exists to date that measures the quality of these marketer�generated responses. This article addresses this shortcoming by conceptualising a construct called webcare quality and developing a scale that measures it. Five studies are conducted which results in a 37-item scale comprising of nine dimensions, namely, immediacy, ownership, comprehensiveness, civility, assurance, coherence, reten�tion, personalisation and elaborateness. Academically, this research adds to the existing body of knowledge on service recovery strate�gies, webcare and online complaint management processes. Practically, this scale plays an important role in understanding how complaining consumers evaluate the quality of managerial responses. If favourably evaluated, transgressing firms may win back previously dissatisfied and unhappy customers.

Item Type:	Article
Uncontrolled Keywords:	Negative review; webcare; online response; webcare quality; managing negative review; scale development
Subjects:	Marketing
Divisions:	Marketing Management
Depositing User:	Mr. Muralidhara D
Date Deposited:	23 Jul 2021 09:51
Last Modified:	23 Jul 2021 09:51
URI:	http://tapmi.informaticsglobal.com/id/eprint/734

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