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Apologies in webcare conversations
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Description: We investigated the use and the effectiveness of offering an apology in webcare conversations on Twitter using a mixed method approach. In Study 1, a corpus study was conducted to examine whether and how apologies occurred in 480 webcare conversations. In Study 2, we investigated the effectiveness of apologies separately and combined with a defensive and/or accommodative strategy. The experiment had a 2 (apology: present vs. absent) × 2 (defensive strategy: present vs. absent) × 2 (accommodative strategy: present vs. absent) between-subjects design. Flight passengers (N = 151) assessed a webcare response to a service failure on the airline’s reputation.
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