“…More recently, and supported by technological and disruptives advances, complaints have been gaining a new impetus, expanding their action, understanding and relevance (Afify & Kadry, 2019;Kitapci, Ozbek, Sakarya & Sariyldiz, 2019;Koc, 2019). Traditionally anchored in a face-to-face, dyadic or triadic relationship, complaints have been expanding to a new dimension enabled by digital interconnectivity, where the network context allows the emergence of multiparty relationships 8 , (Gummesson, 2008 a,b;Payne et al, 2008;Chandler & Vargo, 2011;Istanbulluoglu, 2017;Mei et al, 2018;Sklyar, Kowalkowski,Tronvoll, & Sörhammar, 2019), making their study more and more urgent and complex.…”