소비자의 불만스러운 의견으로 인한 브랜드 평가에 웹케어는 어떻게 영향을 미칠 것인가?

초록

Purpose: Companies(Brand) continually monitor consumer reviews to diminish potential adverse effects on brand image, along with customer loss. This idea is referred to as webcare. This study focuses on the influence of personal and impersonal webcare on consumers’ discontented reviews and its effect on brand evaluation. In addition, we investigate the mediating effect of conversation human voice in this causal pathway. Composition/Logic: This study looks at four combinations(personal vs. impersonal) x (reactive vs. proactive) of webcare and their effect on the brand evaluation. In this relationship the mediating effect of conversation human voice was also explored. Findings: According to the study result, the webcare on consumer’s discontented reviews was significant when personal webcare was initiated rather than the impersonal one. The conversational human voice for its mediating role in this relationship was found to be significant. In addition, when the company’s reaction to negative reviews was proactive rather than reactive, the consumer’s brand evaluation was significantly positive. The personal webcare brings more positive consumer evaluation of the brand, as compared to impersonal webcare when company’s reaction is proactive. However when company’s reaction is reactive, no difference of consumer evaluation on brand occurred between personal and impersonal webcare was found. Originality/Value: This study adds values to existing strides by investigating the mediating role of the conversation human voice in the pathway between personal and impersonal webcares on brand evaluation. In addition, we investigated the moderating role of reactive and proactive reaction of companies on consumer’s negative reviews. The practical contribution of the study lies in when companies communicate with their customers, they need to show prompt reaction with humorous and sincere attitudes to earn comsumer trust which in turn, this can halt the consumer drainage resulting from negative reviews that will further deteriorate company images.

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