Online Consumer Complaint Behaviors: The Dynamics of Service Failures, Consumers' Word of Mouth, and Organization-Consumer Relationships
This study aims to provide an understanding of the relationships between consumer's negative word of mouth (WOM) and organizations' rectification behaviors. We see consumers' negative WOM as a process of problem solving when consumers encounter an organization's service failure t...
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sg-smu-ink.lkcsb_research-53682017-03-09T09:18:06Z Online Consumer Complaint Behaviors: The Dynamics of Service Failures, Consumers' Word of Mouth, and Organization-Consumer Relationships BACH, Seung B. KIM, Soojin This study aims to provide an understanding of the relationships between consumer's negative word of mouth (WOM) and organizations' rectification behaviors. We see consumers' negative WOM as a process of problem solving when consumers encounter an organization's service failure that dissatisfies them. This study suggests a strategic management of public relations as a principle for consumer complaint management. Based on case studies, this study finds that negative WOM is formed by the dynamics of experience sharing, advice giving, agreement, and disagreement. In particular, we discovered that information sharing is predominant among negative WOM behaviors. Finally, the case study reveals that while a high-performing business tends to have a proactive approach to resolving consumer complaints, a low performer tends to have a defensive approach. 2012-01-01T08:00:00Z text application/pdf https://ink.library.smu.edu.sg/lkcsb_research/4369 info:doi/10.1080/1553118X.2011.634871 https://ink.library.smu.edu.sg/context/lkcsb_research/article/5368/viewcontent/Online_Consumer_Complaint_Behaviors_The_Dynamics_of_Service_Failures_Consumers_Word_of_Mouth_and_Organization_Consumer_Relationships.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Business and Corporate Communications |
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Business and Corporate Communications BACH, Seung B. KIM, Soojin Online Consumer Complaint Behaviors: The Dynamics of Service Failures, Consumers' Word of Mouth, and Organization-Consumer Relationships |
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This study aims to provide an understanding of the relationships between consumer's negative word of mouth (WOM) and organizations' rectification behaviors. We see consumers' negative WOM as a process of problem solving when consumers encounter an organization's service failure that dissatisfies them. This study suggests a strategic management of public relations as a principle for consumer complaint management. Based on case studies, this study finds that negative WOM is formed by the dynamics of experience sharing, advice giving, agreement, and disagreement. In particular, we discovered that information sharing is predominant among negative WOM behaviors. Finally, the case study reveals that while a high-performing business tends to have a proactive approach to resolving consumer complaints, a low performer tends to have a defensive approach. |
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text |
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BACH, Seung B. KIM, Soojin |
author_facet |
BACH, Seung B. KIM, Soojin |
author_sort |
BACH, Seung B. |
title |
Online Consumer Complaint Behaviors: The Dynamics of Service Failures, Consumers' Word of Mouth, and Organization-Consumer Relationships |
title_short |
Online Consumer Complaint Behaviors: The Dynamics of Service Failures, Consumers' Word of Mouth, and Organization-Consumer Relationships |
title_full |
Online Consumer Complaint Behaviors: The Dynamics of Service Failures, Consumers' Word of Mouth, and Organization-Consumer Relationships |
title_fullStr |
Online Consumer Complaint Behaviors: The Dynamics of Service Failures, Consumers' Word of Mouth, and Organization-Consumer Relationships |
title_full_unstemmed |
Online Consumer Complaint Behaviors: The Dynamics of Service Failures, Consumers' Word of Mouth, and Organization-Consumer Relationships |
title_sort |
online consumer complaint behaviors: the dynamics of service failures, consumers' word of mouth, and organization-consumer relationships |
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Institutional Knowledge at Singapore Management University |
publishDate |
2012 |
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https://ink.library.smu.edu.sg/lkcsb_research/4369 https://ink.library.smu.edu.sg/context/lkcsb_research/article/5368/viewcontent/Online_Consumer_Complaint_Behaviors_The_Dynamics_of_Service_Failures_Consumers_Word_of_Mouth_and_Organization_Consumer_Relationships.pdf |
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