Webcare-strategieën door ov-aanbieders

Os, Renée van; Hachmang, Daphne; Pool, Els van der

doi:10.5117/2016.044.003.004

Cited by 2 publications

(2 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Previous research mainly investigated the usage and effects of organizations' monitoring approaches (e.g., van Noort & Willemsen, 2012), response strategies (e.g., van Os et al, 2016), and communication style (e.g., van Hooijdonk & Liebrecht, 2018) in webcare conversations on public SNS, such as Twitter and Facebook. Webcare conversations on private SNS have hardly been investigated, although they are also commonly used by organizations (van Os et al, 2018;Hachmang & Keuning, 2020).…”

Section: Webcare Across Public and Private Social Networking Sitesmentioning

confidence: 99%

Webcare across public and private social networking sites: How stakeholders and the Netherlands Red Cross adapt their messages to channel affordances and constraints

Liebrecht

Hooijdonk

2022

Psychology of Language and Communication

View full text Add to dashboard Cite

Previous research has focused on message characteristics of public webcare conversations. However, webcare conversations are increasingly held on private social networking sites. Little is known to what extent organizations and stakeholders adapt their messages to the affordances of these channels. Employing the uses and gratifications theory, this paper reports on a content analysis of webcare conversations (n = 423) between stakeholders and the Netherlands Red Cross on public and private social networking sites. The stakeholder motives and organizational communication style were analyzed. The findings reveal private channels mainly serve the purpose of customer service: stakeholders approach the organization with questions; the organization uses message personalization to enhance the experience of one-to-one communication. Public social networking sites mainly serve the purpose of reputation management: stakeholders post remarks and compliments; the organization adapts the communication style of its messages to the affordances of the individual platform. Implications for theory and practice are discussed.

show abstract

Section: Webcare Across Public and Private Social Networking Sitesmentioning

confidence: 99%

Webcare across public and private social networking sites: How stakeholders and the Netherlands Red Cross adapt their messages to channel affordances and constraints

Liebrecht

Hooijdonk

2022

Psychology of Language and Communication

View full text Add to dashboard Cite

show abstract

“…companies (Van Noort et al , 2014). Webcare is employed by public organizations as well (Lovari and Valentini, 2020), but since the majority of these studies only analyzed the content of strategies and tone of voice used in webcare responses (van Hooijdonk and Liebrecht, 2018; van Os et al , 2016), little is known about their effects on justice perceptions, continuance intention and reputational consequences. This is quite surprising, given the political and societal importance of public sector organizations as the institutions that provide public services and create public value (Canel et al , 2020).…”

Section: Introductionmentioning

confidence: 99%

Responding to online complaints in webcare by public organizations: the impact on continuance intention and reputation

Jacobs

Liebrecht

2022

JCOM

View full text Add to dashboard Cite

PurposeSince public sector organizations provide services to citizens but struggle with poor perceptions of their functioning, it is valuable to examine how their online responses to complaints on social media could impact their reputation. Yet, surprisingly little is known about effects of public organizations' webcare. Therefore, this study assesses the impact of the webcare's tone, response strategy and user's involvement on participants’ continuance intention and perceptions of reputation.Design/methodology/approachTwo experimental studies (Study 1: N = 424; Study 2: N = 203) with an interval of one week were carried out to assess the effects of singular and repeated exposure to webcare by a Dutch public transport organization on the participants' continuance intention and perceived organizational reputation. Study 1 examined the effects of the webcare's tone (corporate vs conversational human voice (CHV)) and response strategy (accommodative vs defensive); Study 2 contained tone of voice and user's involvement (observer vs complainer). The effects of repeated exposure to the webcare's tone were also examined.FindingsThe results indicate that perceptions of CHV in webcare contribute to webcare as reputation management tool, since it leads to immediate higher reputation scores that also remain stable after repeated exposure. Furthermore, people's continuance intention increased after repeated exposure to webcare responses that were perceived as CHV, thus a natural and engaging communication style, indicating this is an effective strategy for customer care as well. No substantial impact was found for response strategy and user's involvement in the complaint handling.Originality/valueThe novelty of this study is that the authors assess the effects of the webcare's tone combined with response strategy and user's involvement in a public sector context with a sector-specific conceptualization of reputation and continuance intention measured after singular and repeated exposure to webcare.

show abstract

Webcare-strategieën door ov-aanbieders

Cited by 2 publications

References 0 publications

Webcare across public and private social networking sites: How stakeholders and the Netherlands Red Cross adapt their messages to channel affordances and constraints

Webcare across public and private social networking sites: How stakeholders and the Netherlands Red Cross adapt their messages to channel affordances and constraints

Responding to online complaints in webcare by public organizations: the impact on continuance intention and reputation

Contact Info

Product

Resources

About