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Ines Nee makes important key contributions to service recovery research by analyzing the effect of management response content towards negative online customer reviews on the observer´s purchase intention. This study is the first to provide a conceptual basis of observers´ behavioral reactions towards organizational complaint handling in the context of social media and to empirically test the effect of the two most resource-intensive response options of compensation and explanation. With the help of a profound experimental design, the author detects strategies on how hotel companies should respond towards negative online customer reviews in order to increase the observer´s purchase intention and the hotel company´s return on complaint management.

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Relevance of Responding to Negative Online Customer Reviews.- The Hotel Industry and its Development since the Emergence of Web 2.0.- Differentiation of Classical Service Recovery Management and Service Recovery Management in the Context of Social Media.-Development of a Conceptual Basis Explaining Observers´ Behavioral Reactions towards Complaint Handling on Social Media Platforms.- Empirical Analysis and Validation of Management Response Content.

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Dr. Ines Nee received her PhD at Prof. Dr. Christoph Burmann´s Chair of innovative Brand Management at the University of Bremen.

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