An asymmetric configural model approach for understanding complainer emotions and loyalty

Kasnakoğlu, Berna Tarı; Yılmaz, Cengiz; Varnalı, Kaan

doi:10.1016/j.jbusres.2016.03.027

Cited by 6 publications

(1 citation statement)

References 40 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Customers publicly complaining on the internet have been mainly conceived as protesters who are engaging in nWOM to persuade the public to oppose a firm (Ward and Ostrom, 2006). Complaining to masses has been treated as either an alternative to voice and exit as reactions to customer dissatisfaction (Folkes et al , 1987) or a consequence of customer dissatisfaction with complaint handling practices of a firm (Kasnakoglu et al , 2016). Today, however, as customers increasingly adopt social media as the primary channel for voicing their complaints and expect firms to have effective listening and responding capabilities, the line separating the conceptual boundaries of voicing and complaining to masses becomes thinner.…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

Customer responses to service failures on social media

Varnalı

Cesmeci

2021

JSM

Self Cite

View full text Add to dashboard Cite

Purpose As customers increasingly adopt social media as the primary channel to reach out to companies, voicing is becoming a public act. Adopting a social psychological perspective, this study aims to focus on the social dynamics that drive consumer voice on social media. Design/methodology/approach The research uses three studies. First, a list of metaperceptions about voicing behavior is compiled using the critical incident technique, and then the hypothesized effects are tested with two scenario-based experiments. Findings Metaperceptions mediate the relationship between social anxiety and the intention to voice on social media. Self-construal moderates the effect of metaperceptions, such that in the presence of a negative metaperception, the reluctance to post a direct complaint is attenuated under independent self-construal. Independent self-construal attenuates the positive effect of positive metaperception. An experimental comparison between social media and consumer review sites reveals that metaperceptions are only prevalent in social media and when the complainer construes him or herself as interdependent. Originality/value Since lodging a direct complaint to a service provider has been mainly conceived as a private behavior, the role of social dynamics in the context of voicing remains under-researched. Aiming to fill this gap, the present research empirically examines how the presence of a perceived audience affects voicing behavior.

show abstract

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%