Abstract
In March 2008, a musician called Dave Carroll and his band, the Sons of Maxwell, had a trip from Halifax to Nebraska through Chicago’s O’Hare airport. According to Carroll’s claim, his guitar was severely damaged by United Airlines baggage handlers at O’Hare airport. While he was ready to get off the airplane, he could hear that another passenger screamed: “My God! They’re throwing guitars out there!” Later, when he got his luggage, he discovered that his $3500 Taylor guitar was broken. To get compensated for the guitar, Dave Carroll experienced a customer service nightmare. For 9 months the musician tried to get his claim processed with United Airlines. The company rejected his claim stating that he had waited longer than 24 h to process it. Still the musician has not stopped. He tried to call them and email them; he even said that instead of reimbursing his money United Airlines could just offer him $1200 in flight vouchers, which cover the cost of the guitar’s repair. Still, United Airlines said a firm “No” (Wilson 2011).
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Barnes NG, Jacobsen SL (2014) Missed eWOM opportunities: a cross-sector analysis of online monitoring behavior. J Mark Commun 20(1-2):147–158
Bartikowski B, Walsh G (2014) Attitude contagion in consumer opinion platforms: posters and lurkers. Electron Mark 24(3):207–217
BBC (2009) Singer’s airline tune takes off. http://news.bbc.co.uk/1/hi/world/americas/8164273.stm. Accessed 5 Sep 2016
Channel Advisor (2010) Through the eyes of the consumer: 2010 consumer shopping habit survey.
Cheung CM, Thadani DR (2012) The impact of electronic word-of-mouth communication: a literature analysis and integrative model. Decis Support Syst 54(1):461–470
Floyd K, Freling R, Alhoqail S, Cho HY, Freling T (2014) How online product reviews affect retail sales: a meta-analysis. J Retail 90(2):217–232
Hennig-Thurau T, Malthouse EC, Friege C, Gensler S, Lobschat L, Rangaswamy A, Skiera B (2010) The impact of new media on customer relationships. J Serv Res 13(3):311–330
Huang G-H, Korfiatis N (2015) Trying before buying: the moderating role of online reviews in trial attitude formation toward mobile applications. Int J Electro Commer 19(4):77–111
Jeong H-J, Koo D-M (2015) Combined effects of valence and attributes of e-WOM on consumer judgment for message and product. The moderating effect of brand community type. Int Rescuer 25(1):2–29
Kim J, Naylor G, Sivadas E, Sugumaran V (2015) The unrealized value of incentivized eWOM recommendations. Mark Lett 27:1–11
Ladhari R, Michaud M (2015) eWOM effects on hotel booking intentions, attitudes, trust, and website perceptions. Int J Hosp Manag 46:36–45
Lis B (2013) In eWOM we trust a framework of factors that determine the eWOM credibility. Bus Inf Syst Eng 5(3):129–140
Maceli KM, Baack DW, Wachter MK (2015) The impact of gender on electronic Word-of-mouth communication. Acad Mark Stud J 19(3):281
Nielsen (2009) in: http://www.bazaarvoice.com/resources/stats
Ryu G, Feick L (2007) A penny for your thoughts: referral reward programs and referral likelihood. J Mark 71(1):84–94
Shen W, Cai J, Li L (2011) Electronic word-of-mouth in China: a motivational analysis. Paper presented at the 2011 international conference on E-business and E-government, ICEE2011—proceedings, p 1263–1268
Tran M (2009) Singer gets his revenge on United Airlines and soars to fame. The Guardian, London. Accessed 6 Sep 2016
Van Noort G, Willemsen LM (2011) Online damage control: the effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms. J Interact Mark 26(3):131–140
Wilson R (2011) A public relations disaster how saving $1,200 cost United Airlines 10,772,839 negative views on YouTube. http://sentium.com/a-public-relations-disaster-how-saving-1200-cost-united-airlines-10772839-negative-views-on-youtube/. Accessed 6 Sep 2016
You Y, Vadakkepatt GG, Joshi AM (2015) A meta-analysis of electronic word-of-mouth elasticity. J Mark 79(2):19–39
YouTube (2009) United Breaks Guitars. https://www.youtube.com/watch?v=5YGc4zOqozo. Assessed 16 Sep 2016
Yu Y-W, Natalia Y (2013) The effect of user generated video reviews on consumer purchase intention. In: 2013 Seventh international conference on innovative mobile and internet services in ubiquitous computing (Imis 2013), p 796–800
Zhou W, Duan W (2015) An empirical study of how third-party websites influence the feedback mechanism between online word-of-mouth and retail sales. Decis Support Syst 76:14–23
Ziegele M, Weber M (2015) Example, please! Comparing the effects of single customer reviews and aggregate review scores on online shoppers’ product evaluations. J Consum Behav 14(2):103–114
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2017 The Author(s)
About this chapter
Cite this chapter
Ismagilova, E., Dwivedi, Y.K., Slade, E., Williams, M.D. (2017). Introduction. In: Electronic Word of Mouth (eWOM) in the Marketing Context. SpringerBriefs in Business. Springer, Cham. https://doi.org/10.1007/978-3-319-52459-7_1
Download citation
DOI: https://doi.org/10.1007/978-3-319-52459-7_1
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-52458-0
Online ISBN: 978-3-319-52459-7
eBook Packages: Business and ManagementBusiness and Management (R0)