Why do Consumers Use the Internet for Complaining to the Company?

Alexandra Daniela Zaugg

ISBN 10: 3838107411 / ISBN 13: 9783838107417

Published by Südwestdeutscher Verlag Für Hochschulschriften Aug 2015, 2015

About this Item

Neuware -Online complaining is said to be an efficient, convenient way of handling complaints for both customers and companies. Understanding why dissatisfied customers choose the Internet for complaining to the company supports practitioners in designing an effective online service recovery process as well as steering their customers¿ channel choice behaviour. Up to now, however, hardly any research has been conducted about online complaining. As a contribution to this field, the determinants of a customer¿s propensity to complain online are examined in this research project. Based on an extensive literature review and the findings of a comprehensive, tripartite qualitative study, a framework explaining why dissatisfied customers decide to complain online has been developed. In the expert interviews, the perspective of four customer care managers in the Swiss telecommunications industry and three scholars in the field of consumer complaining behaviour has been captured. The analysis of 126 complaints by letter and 135 online complaints adds unbiased data of complainants. Finally, seven interviews with online complainants provide insights into the customer perspective. 600 pp. Deutsch.

Seller Inventory # 9783838107417

Bibliographic Details

• Title: Why do Consumers Use the Internet for Complaining to the Company?
• Publisher: Südwestdeutscher Verlag Für Hochschulschriften Aug 2015
• Publication Date: 2015
• Language: English
• ISBN 10: 3838107411
• ISBN 13: 9783838107417
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 220W x 150H x 37D millimeters 220 millimeters width by 150 millimeters height by 37 millimeters depth
• Weight: 911 grams

About this title

Synopsis

Online complaining is said to be an efficient, convenient way of handling complaints for both customers and companies. Understanding why dissatisfied customers choose the Internet for complaining to the company supports practitioners in designing an effective online service recovery process as well as steering their customers' channel choice behaviour. Up to now, however, hardly any research has been conducted about online complaining. As a contribution to this field, the determinants of a customer's propensity to complain online are examined in this research project. Based on an extensive literature review and the findings of a comprehensive, tripartite qualitative study, a framework explaining why dissatisfied customers decide to complain online has been developed. In the expert interviews, the perspective of four customer care managers in the Swiss telecommunications industry and three scholars in the field of consumer complaining behaviour has been captured. The analysis of 126 complaints by letter and 135 online complaints adds unbiased data of complainants. Finally, seven interviews with online complainants provide insights into the customer perspective.

About the Author

Dr.rer.oec. Alexandra Daniela Zaugg has studied businessadministration (with focus on marketing and information systemscience) and Latin Philology. For her doctoral thesis at theInstitute of Information System Science of the University ofBern, she examined the determinants of the propensity to complainonline.