Does active service intervention drive more complaints on social media? The roles of service quality and awareness

• Main Authors: SUN, Shujing, GAO, Yang, RUI, Huaxia
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2021
• Subjects: social media; customer service; complaint management; awareness enhancement; chronic complainer; Twitter; Databases and Information Systems; Social Media
• Online Access: https://ink.library.smu.edu.sg/sis_research/6256; https://ink.library.smu.edu.sg/context/sis_research/article/7259/viewcontent/JMIS_10538_SS_Sun_2021May.pdf
• Institution: Singapore Management University

Despite many advantages of social media as a customer service channel, there is a concern that active service intervention encourages excessive service complaints. Our paper casts doubt on this misconception by examining the dynamics between social media customer complaints and brand service interve...