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Cultural Differences in a Restaurant’s Communication with Unsatisfied Customers – The Case of Tripadvisor

Żbikowska Agnieszka ()
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Żbikowska Agnieszka: Cracow University of Economics, College of Management and Quality Sciences, Department of Marketing, Rakowicka 27, 31-510Kraków, Poland

Folia Oeconomica Stetinensia, 2020, vol. 20, issue 2, 485-493

Abstract: Research background: Platforms such as TripAdvisor have the potential to influence consumers’ decision-making processes, so negative user-generated reviews could have a harmful impact on a company’s reputation and sales. However, the proper mangers’ approach to customer complaints expressed on social media can have a positive impact on the companies’ performance.

Keywords: culture; marketing communication; customer dissatisfaction; social media; TripAdvisor (search for similar items in EconPapers)
JEL-codes: L83 M31 (search for similar items in EconPapers)
Date: 2020
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DOI: 10.2478/foli-2020-0061

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