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Timeliness, transparency, and trust: A framework for managing online customer complaints

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  • Stevens, Jennifer L.
  • Spaid, Brian I.
  • Breazeale, Michael
  • Esmark Jones, Carol L.

Abstract

This article discusses several practical solutions for dealing with online customer complaints. Online complaints are inevitable; how a firm responds can make the difference. There are techniques that managers can use not only to minimize the detrimental impact of online complaints, but also to produce beneficial outcomes. Herein, we introduce our 3T framework, designed to help managers and support teams respond to online complaints in a thoughtful and measured way. We build on word-of-mouth research and several theories from marketing, service marketing, journalism, and business ethics. With so many reviews posted online every second, firms must employ best practices grounded in empirical research and solid conceptualization to deal with this important component of online customer service.

Suggested Citation

  • Stevens, Jennifer L. & Spaid, Brian I. & Breazeale, Michael & Esmark Jones, Carol L., 2018. "Timeliness, transparency, and trust: A framework for managing online customer complaints," Business Horizons, Elsevier, vol. 61(3), pages 375-384.
    • Handle: RePEc:eee:bushor:v:61:y:2018:i:3:p:375-384
    DOI: 10.1016/j.bushor.2018.01.007
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    References listed on IDEAS

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    Cited by:

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    2. Rajković, Borislav & Đurić, Ivan & Zarić, Vlade & Glauben, Thomas, 2021. "Gaining trust in the digital age: The potential of social media for increasing the competitiveness of small and medium enterprises," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 13(4).
    3. Ghazal Shams & Mohsin Abdur Rehman & Sarminah Samad & Raouf Ahmad Rather, 2020. "The impact of the magnitude of service failure and complaint handling on satisfaction and brand credibility in the banking industry," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 25(1), pages 25-34, June.
    4. Honora, Andreawan & Chih, Wen-Hai & Wang, Kai-Yu, 2022. "Managing social media recovery: The important role of service recovery transparency in retaining customers," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    5. Shukla, Aishwarya Deep & Goh, Jie Mein, 2024. "Fighting fake reviews: Authenticated anonymous reviews using identity verification," Business Horizons, Elsevier, vol. 67(1), pages 71-81.
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    7. von Janda, Sergej & Polthier, Andreas & Kuester, Sabine, 2021. "Do they see the signs? Organizational response behavior to customer complaint messages," Journal of Business Research, Elsevier, vol. 137(C), pages 116-127.
    8. Steven Chen, 2023. "A counterinsurgent (COIN) framework to defend against consumer activists," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 275-301, July.
    9. Yang Ran & Hao Zhou, 2019. "How Does Customer–Company Identification Enhance Customer Voice Behavior? A Moderated Mediation Model," Sustainability, MDPI, vol. 11(16), pages 1-13, August.
    10. Azlina Muhammad & Nur Fadzrina Rosdin & Sisvan Gopalakrishna Pillai & Veera Pandiyan Kaliani Sundram & Muhammad Zaly Shah Muhammad Hussein & Li Lian Chew & Nur’Asyiqin Ramdhan & Nazura Mohamed Sayuti, 2023. "Boosting Customer Satisfaction and Unleashing Inventory Mastery through the Dynamic PDCA Cycle at a Trendsetting Outlet in Malaysia: A Case Study of PKS Fashion Outlet," Information Management and Business Review, AMH International, vol. 15(3), pages 41-49.
    11. Saurabh Pratap & Sunil Kumar Jauhar & Yash Daultani & Sanjoy Kumar Paul, 2023. "Benchmarking sustainable E‐commerce enterprises based on evolving customer expectations amidst COVID‐19 pandemic," Business Strategy and the Environment, Wiley Blackwell, vol. 32(1), pages 736-752, January.

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