E‐complaining: a content analysis of an Internet complaint forum

Abstract

The emergence of the Internet and its communication capabilities has given rise to a number of complaint sites that function as central forums for consumers to share their bad experiences with other consumers. Companies are reacting by adopting anti‐domain sites in an attempt to prevent the creation of such complaint forums. Data from one complaint forum are analyzed to identify the nature of the complaints, whether the complaints were initially voiced to contact personnel, what other attempts were made to resolve the problem, whether the Internet consumer complaint forum was the initial method used for complaining, the responsiveness of the company to non‐Internet complaints as well as Internet complaints, and the demographics of complainers using the Internet complaint forum. The suggestion is made that companies should embrace consumer complaints, and compete with the independent complaint forums (rather than try to block them) on the basis of ease of the complaint process and the likelihood of response. Recommendations are offered that are specific to Internet use and benefits to the company are described.

Negative online word-of-mouth: Behavioral indicator or emotional release?

“…In particular in situations where a relationship exists, consumers may complain to assure that the issue is structurally solved (Zaugg & Jäggi, 2006). In relationships of high quality and trust such complaining behavior may be communicated openly (Forrester & Maute, 2001) via, for example online forums (Harrison-Walker, 2001). From a complaint management perspective, companies may even encourage such open complaining as it proves their commitment towards the customer and transparency of their operations (Hart, Heskett, & Sasser, 1990;Spreng, Harrell, & Mackoy, 1995).…”

Negative Double Jeopardy: The role of anti-brand sites on the internet

“…com purchased pricelinesucks.com even before priceline.com went online. 40,41 If opportunist hate sites survive and thrive, it is possible that they could morph into complainers or symbolic haters, which should motivate companies to monitor them carefully and take action (either legal or counter-marketing actions) when necessary. Companies should be aware / cautious of opportunists ' existence on the internet and ready to combat them to stop brand erosion and web traffi cbecause they do not bring benefi t or value creation to a company.…”

The Acceptance of Customer Reviews in Taobao

“…Intervention of Customer to Products [12] Review Acceptance Degree of acceptance to Review [13] Purchasing Intention…”