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Paper Type
ERF
Description
Due to the public nature of the interactions and the ability to foster quicker responses than traditional media, social media has become a powerful channel for both travelers to post their trip-related questions and issues, and airlines to build their brand images. Based on the Signaling theory and Expectations-Confirmation theory, we propose that airline service recovery via Twitter will boost profitability, and such influence is more vital for network airlines than focused airlines and airlines with higher corporate social responsibility (CSR).
Paper Number
1867
Recommended Citation
Xu, Pei; Lu, Lin; Wang, Yen-Yao; Zhao, Sidi; Han, Sumin; and Rao, Shashank, "To Skimp or Step in: Does Timely Service Recovery via Social Media Win Customers’ Hearts?" (2023). AMCIS 2023 Proceedings. 18.
https://aisel.aisnet.org/amcis2023/social_comput/social_comput/18
To Skimp or Step in: Does Timely Service Recovery via Social Media Win Customers’ Hearts?
Due to the public nature of the interactions and the ability to foster quicker responses than traditional media, social media has become a powerful channel for both travelers to post their trip-related questions and issues, and airlines to build their brand images. Based on the Signaling theory and Expectations-Confirmation theory, we propose that airline service recovery via Twitter will boost profitability, and such influence is more vital for network airlines than focused airlines and airlines with higher corporate social responsibility (CSR).
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