An Empirical Investigation into Personal Characteristics' Effect on Choosing Complaint Channels

2019 ◽  
Vol 3 (4) ◽  
pp. 195-208
Author(s):  
Hannes Boepple ◽  
Janine Göttling ◽  
Marie-Christin Papen ◽  
Florian U. Siems
Keyword(s):  
Word Of Mouth ◽  
Empirical Investigation ◽  
Personal Characteristics ◽  
Negative Word ◽  
Channel Choice ◽  
Valuable Customer ◽  
Word Of Mouth Communication ◽  
Customer Reaction ◽  
Managerial Perspective ◽  
Selection Of

For companies, complaints are a valuable customer reaction to dissatisfaction. They enable the company to respond to customer issues to prevent them from changing supplier or spreading negative word-of-mouth communication. Previous research identified various influencing factors of complaint behaviour. However, it has been scarcely considered which aspects influence the selection of the complaint channel (e. g. telephone, social media). Therefore, a 1x2 experimental study (n = 244) was conducted. Results reveal effects of personal characteristics (aggressiveness, argumentativeness and social anxiety) on complaint channel choice. A moderating effect of failure severity was also partially found. From a managerial perspective, it is recommended to provide various complaint options. This would allow the disappointed consumer to choose an adequate complaint channel depending on his or her personality.

Consumers' Responses to Negative Word-of-Mouth Communication: An Attribution Theory Perspective

2001 ◽  
Vol 11 (1) ◽  
pp. 57-73 ◽  
Author(s):  
Russell N. Laczniak ◽  
Thomas E. DeCarlo ◽  
Sridhar N. Ramaswami
Keyword(s):  
Attribution Theory ◽  
Word Of Mouth ◽  
Negative Word ◽  
Word Of Mouth Communication

Consumers’ Responses to Negative Word-of-Mouth Communication: An Attribution Theory Perspective

2001 ◽  
Vol 11 (1) ◽  
pp. 57-73 ◽  
Author(s):  
Russell N. Laczniak ◽  
Thomas E. DeCarlo ◽  
Sridhar N. Ramaswami
Keyword(s):  
Attribution Theory ◽  
Word Of Mouth ◽  
Negative Word ◽  
Word Of Mouth Communication

Using networked narratives to understand internet book reviews in online communities

2014 ◽  
Vol 32 (1) ◽  
pp. 17-30 ◽  
Author(s):  
Yun Kuei Huang ◽  
Wen I. Yang
Keyword(s):  
Online Communities ◽  
Information Exchange ◽  
Online Community ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Community Members ◽  
Content Type ◽  
Word Of Mouth Communication ◽  
Selection Of

Purpose – The aim of this paper was to investigate word-of-mouth communication behavior and other interactions between bloggers writing book testimonials and their community of readers in order to develop a method and strategy for enhancing word-of-mouth communication about books. Design/methodology/approach – This study conducted a netnographic investigation to explore word-of-mouth communication and interactions about new books between bloggers and their community of readers. Netnography is a qualitative approach for exploring the information exchange among online community members. Findings – It was found that personality traits, testimonials, and the responses of community readers to bloggers affected word-of-mouth related to books. Exposure to testimonials with commercial characteristics will not necessarily hinder the word-of-mouth about books. Practical implications – These results may provide a reference for publishers or related businesses that sell books or products via blogs during the planning of their marketing strategies. Originality/value – Businesses value the effects of online communities on marketing communication. This study provides insights into the communication between bloggers and their community of readers by demonstrating how word-of-mouth affects the promotion of books. This could facilitate the selection of relevant recommendations by management.

Does involvement shapes consumers’ response to product failure?

2017 ◽  
Vol 29 (2) ◽  
pp. 283-304 ◽  
Author(s):  
Bahman Hamzelu ◽  
Ali Gohary ◽  
Salar Ghafoori Nia ◽  
Kambiz Heidarzadeh Hanzaee
Keyword(s):  
Design Methodology ◽  
Word Of Mouth ◽  
Negative Word ◽  
Product Failure ◽  
Content Type ◽  
Level Of Involvement ◽  
And Gender ◽  
The Relationship ◽  
Customer Reaction ◽  
Different Levels

Purpose Customer reaction to failure is of essential importance and varies by level of involvement with products and services. Thus, the purpose of this paper is to use the FCB grid to examine effects of involvement and emotion on failure of products and services. It also explores effects of negative word-of-mouth, consumer advocacy, customer voicing and gender on the so-called silent killers. Design/methodology/approach A 2 (male or female)×4 (high and low involvement, feelings, thinking in FCB grid) between-subjects experiment on 311 college students, who have recently experienced product failure, is performed. Findings Results reveal that customers with different levels of involvement react differently to product failure. Furthermore, low-involvement products are more likely to develop silent killers. The results also show that silent killer is more common among men. Originality/value To the best of the authors’ knowledge, no similar study is performed on the relationship between involvement and failure of products or services. In addition, this attempt is the first quantitative study to examine the phenomenon of silent killers in this field.

scholarly journals PHENOMENOLOGICAL APPROACH TO THE WORD-OF-MOUTH COMMUNICATION IN PRE AND POST TRIP: A STUDY ON INDONESIAN TOURIST VISITED THAILAND

2009 ◽  
Vol 8 (2) ◽  
Author(s):  
A. Haryo Perwito
Keyword(s):  
Qualitative Analysis ◽  
Word Of Mouth ◽  
Phenomenological Approach ◽  
Negative Word ◽  
Tourist Destination ◽  
Minimum Information ◽  
Word Of Mouth Communication

Satisfied and dissatisfied consumers will create positive or negative Word-of-Mouth communication about their experience on product. This research focuses on Indonesian tourists visiting Thailand, with the objectives, first, to explore the pre-trip information about Thailand as a tourist destination and about its attractions. The second is to explore the post-trip information that the Indonesian tourists would say through Word-of-Mouth communication about Thailand as a tourist destination and its attractions. Interview and observation are used to get the data, and the qualitative analysis with phenomenological approach is used to get the interpretive themes of the received and potential spread-out information. The findings indicated the Indonesia tourists have received minimum information about Thailand and about its attractions. During their trip, beside encountered many disappointment or dissatisfaction reality, they also have got good experiences and views which are followed by admirations. Those experiences will be told to their friends and relatives. It also shown that although they were not satisfied, they still have willingness to revisit and recommend selectively to their friends an relative.

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