A new study shows that social media plays a key role the tourism and hospitality industry.
The report adds a company’s future performance and financial outcomes can be impacted by the frequency in which a company tweets and its overall engagement with costumers on Twitter.Oz, an assistant professor from Waterloo’s School of Accounting and Finance, said this study helps to contribute to the understanding of how service recovery is conducted on social media platforms like Twitter.
The report addresses a gap in previous research by looking into the connection between customer complaints and managerial performance and it helps to find solutions for non-financial performance measures in improving decision-making and resource allocation. By applying the traditional service recovery model, the study shows the varying degrees of implementation within the sample. These consist of five services, them being apology, urgent reinstatement, empathy, symbolic atonement and follow-up.