Online complaining

Tor Wallin Andreassen · Sandra Streukens

43 citations0/0 files storedManaging Service Quality

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Customer Service Quality and Loyalty Digital Marketing and Social Media Technology Adoption and User Behaviour

Abstract

Purpose The purpose of this paper is twofold. First, develop and test a conceptual model to understand customers’ intention to adopt online complaining. Second, to assess two competing perspectives regarding elaboration likelihood for the moderating impact of individual differences. Design/methodology/approach A scenario‐based survey was used to assess respondents’ beliefs, attitude, and usage intentions toward online complaining. Furthermore, individual and situational characteristics were assessed. The data were analyzed using partial least squares path modeling. Findings Attitude toward online complaining is a function of both process and outcome beliefs. It is also influenced by individual characteristics, but remains unaffected by situational characteristics. In contrast, usage intentions are influenced by situational characteristics, but by personal differences. For the moderating impact of affect‐based personality characteristics, the often used cognitive effort perspective to elaboration likelihood is not supported. Rather the consumption value perspective applies for these variables. Research limitations/implications The use of a single setting, as well as the use of scenarios, may negatively impact external validity. Future research is needed to further explain the contradictory perspectives regarding information processing. Practical implications The results provide insight into determinants of customer online complaining. This opens up new possibilities to increase the number of complainants in case of service failures and for firms to take corrective action. Originality/value To the authors’ best knowledge, this is a first empirical study aimed at understanding what drives online customer complaining.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 1985Social Foundations of Thought and Action : A Social Cognitive Theory 1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 2000Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model

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