Online Consumer Complaint Behaviors: The Dynamics of Service Failures, Consumers' Word of Mouth, and Organization-Consumer Relationships

Bach, SB; Kim, S

Online Consumer Complaint Behaviors: The Dynamics of Service Failures, Consumers' Word of Mouth, and Organization-Consumer Relationships

Bach, SB Kim, S

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Publication Type:: Journal Article
Citation:: International Journal of Strategic Communication, 2012, 6 (1), pp. 59 - 76
Issue Date:: 2012-01-01

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Field	Value	Language
dc.contributor.author	Bach, SB	en_US
dc.contributor.author	Kim, S https://orcid.org/0000-0001-8968-0249	en_US
dc.date.issued	2012-01-01	en_US
dc.identifier.citation	International Journal of Strategic Communication, 2012, 6 (1), pp. 59 - 76	en_US
dc.identifier.issn	1553-118X	en_US
dc.identifier.uri	http://hdl.handle.net/10453/122312
dc.description.abstract	This study aims to provide an understanding of the relationships between consumer's negative word of mouth (WOM) and organizations' rectification behaviors. We see consumers' negative WOM as a process of problem solving when consumers encounter an organization's service failure that dissatisfies them. This study suggests a strategic management of public relations as a principle for consumer complaint management. Based on case studies, this study finds that negative WOM is formed by the dynamics of experience sharing, advice giving, agreement, and disagreement. In particular, we discovered that information sharing is predominant among negative WOM behaviors. Finally, the case study reveals that while a high-performing business tends to have a proactive approach to resolving consumer complaints, a low performer tends to have a defensive approach. © 2012 Copyright Taylor and Francis Group, LLC.	en_US
dc.relation.ispartof	International Journal of Strategic Communication	en_US
dc.relation.isbasedon	10.1080/1553118X.2011.634871	en_US
dc.title	Online Consumer Complaint Behaviors: The Dynamics of Service Failures, Consumers' Word of Mouth, and Organization-Consumer Relationships	en_US
dc.type	Journal Article
utslib.citation.volume	1	en_US
utslib.citation.volume	6	en_US
utslib.for	20 Language, Communication and Culture	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/Public Communication Program
utslib.copyright.status	closed_access
pubs.issue	1	en_US
pubs.publication-status	Published	en_US
pubs.volume	6	en_US

Abstract:

This study aims to provide an understanding of the relationships between consumer's negative word of mouth (WOM) and organizations' rectification behaviors. We see consumers' negative WOM as a process of problem solving when consumers encounter an organization's service failure that dissatisfies them. This study suggests a strategic management of public relations as a principle for consumer complaint management. Based on case studies, this study finds that negative WOM is formed by the dynamics of experience sharing, advice giving, agreement, and disagreement. In particular, we discovered that information sharing is predominant among negative WOM behaviors. Finally, the case study reveals that while a high-performing business tends to have a proactive approach to resolving consumer complaints, a low performer tends to have a defensive approach. © 2012 Copyright Taylor and Francis Group, LLC.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/122312