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Does being proactive pay off? Webcare strategies and their effect on customer emotions, outcomes and privacy concerns

Arne De Keyser (UGent) , Bart Larivière (UGent) and Yves Van Vaerenbergh (UGent)
Author
Organization
Abstract
This research investigates the effects of different types of webcare (i.e. monitoring and intervening in online word-of-mouth) on customer satisfaction, loyalty, word-of-mouth intentions and perceived privacy perceptions, thereby controlling for positive and negative customer emotions. Preliminary results indicate differences among the employed webcare strategies in terms of customer outcomes and evoked emotions. Consequently this research contributes to complaint literature and offers managerial guidance as to which strategy works best in differing situations.

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Chicago
De Keyser, Arne, Bart Larivière, and Yves Van Vaerenbergh. 2014. “Does Being Proactive Pay Off? Webcare Strategies and Their Effect on Customer Emotions, Outcomes and Privacy Concerns.” In 3th Annual Conference for Positive Marketing, Abstracts.
APA
De Keyser, A., Larivière, B., & Van Vaerenbergh, Y. (2014). Does being proactive pay off? Webcare strategies and their effect on customer emotions, outcomes and privacy concerns. 3th Annual Conference for Positive Marketing, Abstracts. Presented at the 3th Annual Conference for Positive Marketing.
Vancouver
1.
De Keyser A, Larivière B, Van Vaerenbergh Y. Does being proactive pay off? Webcare strategies and their effect on customer emotions, outcomes and privacy concerns. 3th Annual Conference for Positive Marketing, Abstracts. 2014.
MLA
De Keyser, Arne, Bart Larivière, and Yves Van Vaerenbergh. “Does Being Proactive Pay Off? Webcare Strategies and Their Effect on Customer Emotions, Outcomes and Privacy Concerns.” 3th Annual Conference for Positive Marketing, Abstracts. 2014. Print.
@inproceedings{4365466,
  abstract     = {This research investigates the effects of different types of webcare (i.e. monitoring and intervening in online word-of-mouth) on customer satisfaction, loyalty, word-of-mouth intentions and perceived privacy perceptions, thereby controlling for positive and negative customer emotions. Preliminary results indicate differences among the employed webcare strategies in terms of customer outcomes and evoked emotions. Consequently this research contributes to complaint literature and offers managerial guidance as to which 
strategy works best in differing situations.},
  author       = {De Keyser, Arne and Larivi{\`e}re, Bart and Van Vaerenbergh, Yves},
  booktitle    = {3th Annual Conference for Positive Marketing, Abstracts},
  language     = {eng},
  location     = {New York, Fordham University},
  title        = {Does being proactive pay off? Webcare strategies and their effect on customer emotions, outcomes and privacy concerns},
  year         = {2014},
}