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Customer e-complaining behaviours using social media

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  • M. S. Balaji
  • Subhash Jha
  • Marla B. Royne

Abstract

This paper develops a conceptual framework about customer complaining behaviours (CCB), using social media. Specifically, this research expands the current understanding of CCB by examining the differential impact of unfairness, firm response, retaliation, locus attribution, stability attribution, and personal identity on public complaining and private complaining using social media, and their subsequent impact on post-complaining satisfaction (PCS) and loyalty. Public complaining refers to customer complaints directed to a service provider, while private complaining refers to service failure complaints directed towards other customers. A structural equation model shows that high levels of unfairness, firm response, locus, and personal identity have a strong influence on public complaining, while desire for retaliation is a significant factor influencing private complaining. The findings contribute to practice by providing useful and pertinent information for developing suitable web care interventions to effectively deal with public complaining and private complaining through social media platforms.

Suggested Citation

  • M. S. Balaji & Subhash Jha & Marla B. Royne, 2015. "Customer e-complaining behaviours using social media," The Service Industries Journal, Taylor & Francis Journals, vol. 35(11-12), pages 633-654, August.
    • Handle: RePEc:taf:servic:v:35:y:2015:i:11-12:p:633-654
    DOI: 10.1080/02642069.2015.1062883
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    References listed on IDEAS

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    Cited by:

    1. Miquel-Romero, Maria-Jose & Frasquet, Marta & Molla-Descals, Alejandro, 2020. "The role of the store in managing postpurchase complaints for omnichannel shoppers," Journal of Business Research, Elsevier, vol. 109(C), pages 288-296.
    2. Frasquet, Marta & Ieva, Marco & Ziliani, Cristina, 2019. "Understanding complaint channel usage in multichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 94-103.
    3. Bailey, Ainsworth Anthony & Bonifield, Carolyn M. & Arias, Alejandro, 2018. "Social media use by young Latin American consumers: An exploration," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 10-19.
    4. Bendegül OKUMUS, 2019. "Understanding and Responding to the Complaining Behaviors of Restaurant Customers from Collectivist Cultures," Journal of Tourismology, Istanbul University, Faculty of Economics, vol. 5(1), pages 1-15, June.

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