The use of Webcare for Negative eWOM and its Relationship with the Commencement of a Dialogue.
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2016-01-04
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en
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Despite its relevance to companies, the topic of webcare use by companies as a prevention tool for reputation damage from negative eWOM in tweets remains relatively under-researched. This study focuses on the extent to which companies use webcare to assist in customer engagement and problem address, and as a prevention tool for potential reputational damage caused by publicly complaining customers. To gain insight into this matter, primary research was conducted through a corpus analysis of negative electronic word-of-mouth tweets, comparing the use/non use of human voice, the amount of followers a complainant has and if a dialogue commenced with the complaining customer after whether the use of the @name/#name led to a dialogue with the complaining customer. The use of human voice in response posts led to more dialogues with the complainants than responses without human voice. The amount of followers a complainant has and the use and position of the @name and #name did not have a significant relationship with the commencement of a dialogue. Although companies already utilise webcare, additional improvements are recommended for handling customers’ complaints.
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