Consumer complaints in the Internet forum have posed as a big threat for companies. However, little attention has been given to this issue so far. The users in the Internet forum can be categorized into three groups: complainers, repliers to the messages, and observers who only read the complaints or replies. This study explores how a company's response to complaints online affects the evaluation of the company by the observers, who are major users of the Internet forum. More specifically, this study examines how a company can select a response strategy to protect its reputation according to the context of the complaint. Psychology and Communication on the Internet Content Analysis of Web site Conceptual Model and Hypotheses Study 1 Study 2 Managerial Implications and Recommendations... Vividness Manipulation High Vivid Complaint Scenario I have ordered an espresso-cappuccino maker manufactured by ... The espresso machine, known to produce unique taste coffee by using its milk separation function, was 115, 000 won.
|Title||:||Managing Consumers' Online Complaints|
|Author||:||Young Lyoul Lee, Korea Economic Research Institute (South Korea)|
|Publisher||:||길잡이미디어 - 2006-02-24|