Start Date
10-12-2017 12:00 AM
Description
Complaint management literature knows how to resolve a complaint in order to recover customer’s satisfaction. However, little is known about how observation of a public complaint handling process influences the observer, i.e. a person who is involved neither with the complaint nor with the person who made the complaint. In this study, we investigate how different types of organizational response to a public complaint influence the behavior and attitudes of prospective customers seeking for information about a product and/or brand on the internet prior to making their purchase decision. We also define response strategies that are beneficial for the companies.
Recommended Citation
Marx, Paul and Nimmermann, Frederic, "Online Complaints in the Eye of the Beholder: Optimal Handling of Public Consumer Complaints on the Internet" (2017). ICIS 2017 Proceedings. 12.
https://aisel.aisnet.org/icis2017/EBusiness/Presentations/12
Online Complaints in the Eye of the Beholder: Optimal Handling of Public Consumer Complaints on the Internet
Complaint management literature knows how to resolve a complaint in order to recover customer’s satisfaction. However, little is known about how observation of a public complaint handling process influences the observer, i.e. a person who is involved neither with the complaint nor with the person who made the complaint. In this study, we investigate how different types of organizational response to a public complaint influence the behavior and attitudes of prospective customers seeking for information about a product and/or brand on the internet prior to making their purchase decision. We also define response strategies that are beneficial for the companies.