As more hotels are established and that competition in turn increases, it becomes increasingly important to offer a good service to attract customers. If the hotels do not satisfy the guest they may complain. With the Internet's advancement, new approaches were established for dissatisfied guests to raise their complaints and, in other words, the criticism does no longer reach only family and friends. The study aims to create an understanding of how the hotel's complaint management works on the internet. This has been examined by answering the following research questions: • What strategies are used in digital complaint management in social networks? • How does complaint management affect Word of Mouth? To answer the research questions a qualitative approach with five semi-structured interviews and a non-participation observation has been conducted. The study indicates that communication has become more digital, but that personal contact is still more important. The conclusions that can be drawn are that the strategies used in digital complaint management are to respond quickly, to be understanding, to apologize to some extent, use a clear and well-formulated language, consider every word, take a direct dialogue from public to private and compensate the guest if necessary. If the strategies are taken into account in digital complaint management the work towards a satisfied guest will be simplified. A general conclusion drawn in the study is that the formulated strategies are important to work with to increase customer satisfaction and to successfully reverse the guest before spreading negative WOM or e-WOM. It has also been found in the present study that traditional WOM still has a greater impact than e-WOM, despite the fact that e-WOM reaches a larger audience. / I takt med att allt fler hotell etableras och att konkurrensen i sin tur ökar blir det viktigare för hotell att kunna erbjuda en god service för att locka till sig kunder. Lyckas hotellen inte tillfredsställa gästen kan de komma att klaga. Med internets framfart grundades nya tillvägagångssätt för missnöjda gäster att föra fram sina klagomål och med andra ord når kritiken inte längre bara bekantskapskretsen. Föreliggande studie ämnar att skapa en förståelse kring hur hotellens arbete med klagomålshantering fungerar på internet. Detta har undersökts genom att besvara följande forskningsfrågor: • Vilka strategier används vid digital klagomålshantering i sociala nätverk? • På vilket sätt påverkas Word of Mouth av klagomålshanteringen? För att besvara forskningsfrågorna har en kvalitativ ansats med fem semistrukturerade intervjuer samt en icke-deltagande observation genomförts. De slutsatser som dras i studien är att allt mer kommunikation sker via det digitala, men att den personliga kontakten fortfarande är viktigare. Studien visade även att strategier som används vid digital klagomålshantering är att svara snabbt, vara förstående, be om ursäkt i viss mån, använda ett tydligt och välformulerat språk, överväga vad man säger, ta en direkt dialog från det offentliga till det privata samt kompensera gästen vid behov. Om strategierna tas i beaktande vid digital klagomålshantering kommer arbetet mot en nöjd gäst att underlättas. En generell slutsats som dras i studien är att de formulerade strategierna är viktiga att arbeta med för att öka kundnöjdheten och för att lyckas vända gästen innan den sprider negativ WOM eller e-WOM. Det har också framkommit i föreliggande studie att traditionell WOM fortfarande har en större påverkan än e-WOM trots att e-WOM når en större publik.

In an era of intense competition, banks must prioritize the establishment of enduring customer connections by implementing efficient service recovery measures. Nevertheless, because of the inherent human factor involved in the delivery of banking services, even the most outstanding institutions cannot ensure flawless service that consistently satisfies every customer's requirement. Service failures are unavoidable, as humans are susceptible to errors. Therefore, it is crucial to comprehend how to effectively execute service recovery procedures to minimize the repercussions of service failures. Hence, banks are facing a huge difficulty in developing service recovery strategies that can improve consumer satisfaction, behavioral intentions, and relationship quality in the event of service outages. However, scholars have given it little attention. As a result, this study aims to fill the existing gap in the literature by examining the impact of service recovery strategies and customers' perceptions of recovery justice on post-recovery satisfaction, customers' emotions, relationship quality, and their behavioral intentions, including repurchase intentions and word-of-mouth. Furthermore, it examines how the severity of service failure influences the impact of this approach. This study utilizes a quantitative methodology that is based on a survey approach. The proposed strategy was implemented in the banking industry in Egypt and Spain, with an online questionnaire distributed to customers of Egyptian and Spanish banks who had encountered service problems and failure within the previous year. As a result, from Egypt, a total of 517 samples were gathered, whereas from Spain, 500 samples were collected. The data were analyzed using Smart PLS 4 for structural equation modeling. The study found notable cross-cultural disparities between the Egyptian and Spanish samples in terms of the influence of service recovery strategies on perceived recovery justice. Nevertheless, no significant effect was noted in the impact of recovery justice on customer positive emotions, as consistent results were seen in both countries. On the other hand, there were noticeable differences in how recovery justice affected negative feelings and post-recovery satisfaction. Moreover, the influence of post-recovery satisfaction on consumer trust, affective commitment, and behavioral intentions, such as intentions to repurchase and engage in word-of-mouth, did not show significant variations across different cultures. Furthermore, the impact of the severity of service failure on the relationship between recovery justice and emotions showed noteworthy differences between the two cultural groups. Hence, these findings emphasize the significance of taking cultural nuances into account when creating and executing service recovery techniques. Thus, this is because customers' interpretations and reactions may vary depending on cultural circumstances, which might impact the effectiveness of these efforts. The current study has yielded valuable insights for academics by utilizing the same model on two distinct samples (Egypt and Spain). Consequently, it has shed light on how social and cultural disparities among banking customers in various countries, even within the same European region or the Middle East, can significantly impact their behavior after a service failure.