Indiana University, USA
While the Web is allowing companies to increase their reach, some of their customers are also using the Web as a broad-reaching complaint forum. These complaint Web sites have the potential to reach as many viewers as the companiesâ€™ own sites. The current study examines how these sites affect on three outcome variables - future business intentions, negative word-of-mouth intentions, and referral intentions. The results indicate that the perceived credibility of the comments on the complaint site was a major determinant for all three outcomes. Product importance, attractiveness of alternatives, complaint site knowledge level, and company loyalty had impacts on one or more of the outcome variables.
Taylor, Nolan, " An exploratory study of customer responses to complaint Web sites" (2008). All Sprouts Content. 111.