Turning Complaining Customers into Loyal Customers: Moderators of the Complaint Handling–Customer Loyalty Relationship

Morgeson, Forrest V.; Hult, G. Tomas M.; Mithas, Sunil; Keiningham, Timothy L.; Fornell, Claes

doi:10.1177/0022242920929029

Cited by 72 publications

(60 citation statements)

References 82 publications

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“…Our findings add to the existing literature on social media complaint handling, which has so far mostly focused on how firm responses mitigate the adverse impact of complaints. This research also contributes to a stream of literature that explores the contingencies of the effectiveness of a firm's complaint handling efforts (in the offline environment; Morgeson et al 2020). We caution firms against following one-size-fits-all strategies when responding to complaints on social media.…”

mentioning

confidence: 89%

Complaint Publicization in Social Media

Golmohammadi¹,

Havakhor²,

Gauri³

et al. 2021

Journal of Marketing

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Firms are increasingly turning to social media platforms for complaint handling. Past research and practitioners’ reports highlight the benefits of complaint handling on social media, urging firms to provide prompt and detailed responses to complaints. However, little research has explored the possible drawbacks of such practices, especially when responses inadvertently further publicize complaints. Utilizing two unique data sets in a series of observational and quasi-experimental analyses, this research provides the first evidence of complaint publicization in social media, a phenomenon in which firm responses to complaints on popular social media platforms increase the potential public exposure of complaints. This negative effect can outweigh any positive customer care-signaling impact from firm responses. The authors show that a response strategy that engenders a high level of complaint publicization – e.g., providing detailed responses through multiple communication exchanges with a complainant – could negatively impact perceived quality and firm value, diminish the positive impact of a firm’s own posts, and increase the volume of future complaints. Additional analyses reveal that these adverse impacts are stronger for firms that are targeted by retail investors. The authors also uncover specific response strategies and styles that could mitigate these effects.

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mentioning

confidence: 89%

Complaint Publicization in Social Media

Golmohammadi¹,

Havakhor²,

Gauri³

et al. 2021

Journal of Marketing

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“…A recent JM article presents a convincing example of how behavioral research can benefit from applying quantitative best practices (Morgeson et al 2020). This article tests the effects of a series of moderators on the relationship between complaining and loyalty.…”

Section: Advanced Analytical Toolsmentioning

confidence: 99%

Service Failure and Recovery at the Crossroads: Recommendations to Revitalize the Field and its Influence

Grégoire

Mattila

2020

Journal of Service Research

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In this editorial, we offer a critical assessment of the service failure and recovery (SFR) literature and suggest that the field is at a crossroads in terms of growth and relevance. Specifically, we address two key questions: (1) What is the current state of the field? (2) What avenues should SFR researchers pursue to promote a new stage of success? To answer the first question, we tracked the evolution of SFR articles over the last 15 years by using Web of Science. Our analysis suggests that the recent growth of SFR research is mainly attributable to articles published in specialized journals; the number of articles published in leading journals remains stable and relatively low for the last 10 years. This situation reflects the poor integration of two core SFR domains: Behavioral-subjective research tends to be published in specialized journals, whereas quantitative-objective articles have been in high demand in leading journals. To answer the second question, we propose a dozen research avenues to help the integration of the two domains, so that the whole field can regain prominence. These research avenues are organized in four categories: (1) expanding the static “customer-firm” dyad, (2) studying new contexts that challenge the assumption of recovery, (3) collecting better data and using stronger analytics, and (4) building on the synthetic knowledge base already created. By making such changes, the SFR domain will reclaim its rightful place as an important subfield of service science.

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“…One of the most effective strategies to make this happen is to create customer loyalty (Sandada & Matibiri, 2016). Customer loyalty is described and defined as customer's decision to to maintain relationships with service providers (Sindwani & Goel, 2015) continue using or purchasing and repurchasing a company's services (Fida et al, 2020;Morgeson et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

Customer Loyalty During Pandemy: Understanding Loyalty Through The Lens of Online Ride Hailing Service Quality

Pratondo

Zaid

2021

IJSSB

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This research study aimed to research and analyze the influence of service quality on customer loyalty mediated by customer delight on online ride hailing industry in D.I. Yogyakarta. This research method used quantitative analysis involving data taken using a purposive sampling technique to collect the data from 128 online ride hailing customers in D.I. Yogyakarta with certain criteria as a sample. The sample data was then collected through a survey by using a questionnaire distributed to respondents. The data that had been obtained then analyzed through regression analysis, and path analysis by using the SPSS Statistics 25 program. The result of this study indicated that while service quality had positive influence on customer delight and customer loyalty. Customer delight also had a positive influence on customer loyalty, and at the same time played an important role in mediating the influence of service quality on customer loyalty. This study indicates that service quality plays an important and becomes the key role in influencing customer delight which is at the same time is an important factor in gaining customer loyalty in online ride hailing industry. Besides service quality, it turns out that customer Delight also has a positive influence on customer loyalty. and as a mediator, its role in mediating service quality on customer loyalty is also proven to be effective.

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Turning Complaining Customers into Loyal Customers: Moderators of the Complaint Handling–Customer Loyalty Relationship

Cited by 72 publications

References 82 publications

Complaint Publicization in Social Media

Complaint Publicization in Social Media

Service Failure and Recovery at the Crossroads: Recommendations to Revitalize the Field and its Influence

Customer Loyalty During Pandemy: Understanding Loyalty Through The Lens of Online Ride Hailing Service Quality

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