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Complaining at the Store or Through Social Media: The Influence of the Purchase Channel, Satisfaction, and Commitment

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Marta Frasquet

    (University of Valencia)

  • Maria José Miquel

    (University of Valencia)

  • Alejandro Mollá

    (University of Valencia)

Abstract

In the current omnichannel retail environment, customers have multiple channels to interact with firms to search for information, purchase, and after-sales. Within those channel social media can play a significant role, particularly as complaint channels. The aim of this paper is to analyze whether the choice to complain face-to-face or through social media depends on the purchase channel chosen and the satisfaction and commitment with the retailer. With data from an online panel our results show that the complaint channel tends to be the same as the channel chosen for purchase; moreover, satisfaction is positively related to complaining at store and negatively related to complaining through social media, and commitment is only positively related to complaining through social media.

Suggested Citation

  • Marta Frasquet & Maria José Miquel & Alejandro Mollá, 2017. "Complaining at the Store or Through Social Media: The Influence of the Purchase Channel, Satisfaction, and Commitment," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Kusum L. Ailawadi & María Jesús Yagüe-Guill (ed.), Advances in National Brand and Private Label Marketing, pages 87-94, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-59701-0_10
    DOI: 10.1007/978-3-319-59701-0_10
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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. Carmen Gerea & Fernanda Gonzalez-Lopez & Valeria Herskovic, 2021. "Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda," Sustainability, MDPI, vol. 13(5), pages 1-24, March.

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