Managing Complaints to Improve Customer Profitability

Cambra‐Fierro, Jesús; Melero, Iguácel; Sesé, F. Javier

doi:10.1016/j.jretai.2014.09.004

Cited by 63 publications

(50 citation statements)

References 58 publications

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“…Response speed is one of the key factors that influences post-complaint satisfaction (Blodgett et al, 1997;Tax et al, 1998). The benefits of speedy responses are twofold: they ensure that the consumer's problem is solved in a timely manner and emphasize that the company is attentive toward consumers' problems (Cambra-Fierro et al, 2015b). As a result, consumers' overall satisfaction is directly related to the response time both offline (Hart et al, 1990) and…”

Section: Hypothesis Developmentmentioning

confidence: 99%

Complaint handling on social media: The impact of multiple response times on consumer satisfaction

Istanbulluoğlu

2017

Computers in Human Behavior

105

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With the increasing popularity of social media, understanding online consumer behaviors is becoming increasingly important for researchers in this field and practitioners who manage social media accounts. The focus of this study is one of the critical aspects of online complaint handling: response time. Using data collected from consumers who complained on Facebook or Twitter, the study explores how the response times of multiple company responses on social media influence consumer satisfaction. Specifically, the first response after the complaint and the conclusive response that closed the complaint file were investigated in regard to consumers' objectives for complaining. Participants in the study stated that they expected companies to reply to their complaints within 1-3 hours on Twitter and within 3-6 hours on Facebook. The analysis reveals that both a quicker first response and a quicker conclusive response lead to higher satisfaction with complaint handling. Furthermore, in contrast to previous research on response time in offline redress-seeking situations, which has suggested that when consumers receive redress, response time does not have an effect on satisfaction, the findings of this study suggest that a speedy response increases satisfaction regardless of the consumers' objectives. These findings provide implications for researchers and practitioners.

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Section: Hypothesis Developmentmentioning

confidence: 99%

Complaint handling on social media: The impact of multiple response times on consumer satisfaction

Istanbulluoğlu

2017

Computers in Human Behavior

105

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“…We include multiple controls in our model that could explain variance in changes in consumer purchase behavior. To account for the significant impact of a company's service recovery efforts [10,51] we include compensation defined as the percentage amount of the voucher offered. If no voucher is offered the percentage value is coded as 0.…”

Section: Methodsmentioning

confidence: 99%

The Impact of Service Failure Controllability and Relationship Strength on Post-Complaint Consumer Behavior - An Empirical Analysis

Aswege¹,

Kemper²,

Brettel³

2018

Proceedings of the 51st Hawaii International Conference on System Sciences

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The purpose of this research is to explore the impact of service failure controllability on consumer purchase behavior and to clarify the moderating role of relationship strength. Our conceptual model posits that high levels of firm controllability are associated with negative customer reactions. In addition, we examine two opposing hypotheses discussed in literature: the "love becomes hate" and the "love is blind" effect. We base our analysis on an extensive data set provided by a leading European online retailer that includes more than 14,000 complaints and 165,000 orders. Our research emphasizes the relevance of attribution theory in the context of actual consumer behavior and confirms that high levels of firm controllability are associated with negative consumer reactions. The empirical results further show that a strong customerorganization relationship mitigates the negative effects of service failures independently of the level of firm controllability. Therefore, the "love is blind" effect is strongly supported.

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“…explanation and apology) and particularly economic benefits such as compensation offerings for their financial loss (e.g. refund and replacement) (Cambra-Fierro et al, 2015). Redress-seeking (i.e.…”

Section: Types Of Online Complainants 221 Constructive Complainantsmentioning

confidence: 99%

Webcare’s effect on constructive and vindictive complainants

Weitzl¹

2019

JPBM

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Purpose-This paper aims to demonstrate that online complainants' reactions to a company's service recovery attempts (webcare) can significantly vary across two different types of dissatisfied customers ("vindictives" vs "constructives"), who have dramatically diverging complaint goal orientations. Design/methodology/approach-Online multi-country survey among 812 adult consumers who recently had a dissatisfying brand experience and turned to a marketer-generated social media site to voice an online complaint for achieving their ultimate complaining goals. Scenario-based online experiment for cross-validating the survey findings. Findings-Results suggest that "vindictive complainants"driven dominantly by brand-adverse motivesare immune to any form of webcare, while "constructive complainants"interested in restoring the customer-brand relationshipreact more sensitively. For the latter, "no-responses" often trigger detrimental brand-related reactions (e.g. unfavorable brand image), whereas "defensive responses" are likely to stimulate postwebcare negative word-of-mouth. Research limitations/implications-This research identifies the gains and harms of (un-)desired webcare. By doing so, it not only sheds light on the circumstances when marketers have to fear negative effects (e.g. negative word-of-mouth) but also provides insights into the conditions when such effects are unlikely. While the findings of the cross-sectional survey are validated with an online experiment, findings should be interpreted with care as other complaining contexts should be further investigated. Practical implications-Marketers have to expect a serious "backfiring effect" from an unexpected source, namely, consumers who were initially benevolent toward the involved brand but who received an inappropriate response. Originality/value-This research is one of the first research studies that enables marketers to identify situations when webcare is likely to backfire on the brand after a service failure.

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Managing Complaints to Improve Customer Profitability

Cited by 63 publications

References 58 publications

Complaint handling on social media: The impact of multiple response times on consumer satisfaction

Complaint handling on social media: The impact of multiple response times on consumer satisfaction

The Impact of Service Failure Controllability and Relationship Strength on Post-Complaint Consumer Behavior - An Empirical Analysis

Webcare’s effect on constructive and vindictive complainants

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