Abstract
Given the widespread and significant impacts of negative online reviews (NORs) on service industries, this research addresses a timely and important topic—how service firms develop effective managerial response (MR) to respond NORs. We propose an integrated tactic-based and culture-based model of MR design that is especially applicable to service firms in the online review platforms. Based on attribution theory and cross-cultural literature, our research enriches the electronic word of mouth literature by proposing a series of propositions that illustrate how different types of MR can be effectively delivered by incorporating both MR source and MR target under different cultures.
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