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Can a CEO's YouTube apology following a service failure win customers' hearts?

Lookup NU author(s): Professor Danae ManikaORCiD, Professor Savvas PapagiannidisORCiD

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Abstract

This study examines how CEO YouTube apologies affect satisfaction with the company after an apology. A self-administered online Internet survey was developed and pre-tested in order to examine a proposed theoretical model, which identifies consumer and message related factors that might affect satisfaction with the company after an apology. A total of 278 USA consumer panel members completed the survey, and a structural equation modelling approach was used to analyse associations among constructs. Results suggest that incident familiarity before exposure to the YouTube apology, involvement with the apology, perceived persuasiveness of the apology, and attitude towards the CEO after the apology are all significantly associated with satisfaction with the company after the apology. This study provides timely and essential insights regarding the effects of a CEO YouTube service failure apology on customer satisfaction, and highlights many interesting future research directions.

Publication metadata

Author(s): Manika D, Papagiannidis S, Bourlakis M

Publication type: Article

Publication status: Published

Journal: Technological Forecasting and Social Change

Year: 2015

Volume: 95

Pages: 87-95

Print publication date: 01/06/2015

Online publication date: 22/01/2014

Acceptance date: 27/12/2013

ISSN (print): 0040-1625

ISSN (electronic): 1873-5509

Publisher: Elsevier

URL: http://dx.doi.org/10.1016/j.techfore.2013.12.021

DOI: 10.1016/j.techfore.2013.12.021

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