User-generated content behaviour of the dissatisfied service customer

Caterina Presi · Charalampos Saridakis · Susanna Hartmans

101 citations0/0 files storedEuropean Journal of Marketing

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Digital Marketing and Social Media Customer Service Quality and Loyalty Service and Product Innovation

Abstract

Purpose – This study aims to focus on the motivation of service customers to create user-generated content (UGC) after a negative service experience. In examining this relationship, the moderating role of “extraversion” personality trait is also taken into consideration. Furthermore, the paper examines how differently motivated service customers react to a firm’s service recovery strategies, whilst insights into the relationship between UGC creation and specific online platform usage are also provided. Design/methodology/approach – Structural Equation Modeling is used to test the conceptual model, based on an empirical dataset collected from an online survey research of 239 service customers. The dataset pertains to international travellers and their UGC behaviour after a negative travel experience. Findings – Altruistic, vengeance and economic motivations are strong drivers for UGC creation after a negative service experience. Motivations also correlate to participation in specific online platforms. Furthermore, it is shown that highly extraverted customers create more UGC after a negative service experience when motivated by vengeance. Finally, higher levels of altruistic and self-enhancement motivations correlate with a positive attitude towards a firm’s response, whereas customers who are motivated by vengeance have a negative attitude towards a firm’s response. Practical implications – Customers who share their negative service experience by creating UGC in social media can be segmented according to their motivation. Service providers should inspect the UGC of their customers to understand the motivation behind it. The motivation to create UGC varies across platforms, and hence, customized service recovery strategies are required. Originality/value – This paper examines UGC creation in relation to motivation, extraversion, and attitude towards a firm’s response. This is the first reported application which collectively examines important issues like these in a unified theoretical framework.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?1992The development of markers for the Big-Five factor structure.1990The Service Encounter: Diagnosing Favorable and Unfavorable Incidents 2009Role of social media in online travel information search 1999The Role of Emotions in Marketing 1987Product/Consumption-Based Affective Responses and Postpurchase Processes

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