Understanding the effects of a social media service failure apology: A comparative study of customers vs. potential customers
作者：
Highlights：
• The role of a service failure apology to current & potential customers is examined.
• Attitudinal & behavioural effects of a social media apology are hypothesised.
• The model predicts behavioural intentions of customers and non-customers.
• Better targeting & audience control for a social media apology is necessary.
• Managers need increase the behavioural intentions to become a customer.
摘要
•The role of a service failure apology to current & potential customers is examined.•Attitudinal & behavioural effects of a social media apology are hypothesised.•The model predicts behavioural intentions of customers and non-customers.•Better targeting & audience control for a social media apology is necessary.•Managers need increase the behavioural intentions to become a customer.
论文关键词：Service failure apology,Social media,Behaviours,Customers,Non-customers
论文评审过程：Received 20 March 2015, Revised 15 January 2016, Accepted 22 January 2016, Available online 8 February 2016, Version of Record 16 March 2017.
论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2016.01.004
