How Management Response Speed to Online Reviews Affects Brand Recovery
DOI:
https://doi.org/10.48112/iijbs.v4i2.1258Abstract
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This study examines how management response speed to online reviews affects brand recovery through a quantitative investigation of 100 businesses tracked for response speed to negative online reviews and subsequent rating trajectory over 6 months. Grounded in Service Recovery Theory (Tax et al., 1998) + Online Reputation Management Framework, the research investigates underlying mechanisms and organizational implications. Responses within 24 hours recovered 42% of lost brand perception vs. 18% for responses after 7+ days. Personalized responses outperformed templates by 34% on follow-up rating improvement. Defensive responses (arguing, blaming customer) decreased subsequent ratings by 28%. Optimal response: acknowledge within 4 hours, resolve within 24 hours, follow up within 72 hours. Regression: response speed (Beta=0.36), response personalization (Beta=0.28), resolution quality (Beta=0.26) explained 44% of variance in rating recovery. The findings provide theoretical and practical contributions to management science and organizational practice.
Keywords:
response speed, online reviews, brand recovery, reputation management, service recoveryReferences
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