Social media: Where customers air their troubles—How to respond to them?

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dc.citation.issue4
dc.citation.volume6
dc.contributor.authorSigurdsson V
dc.contributor.authorLarsen NM
dc.contributor.authorGudmundsdottir HK
dc.contributor.authorAlemu MH
dc.contributor.authorMenon RGV
dc.contributor.authorFagerstrøm A
dc.date.accessioned2024-03-13T19:12:29Z
dc.date.accessioned2024-07-25T06:52:25Z
dc.date.available2021-08-07
dc.date.available2024-03-13T19:12:29Z
dc.date.available2024-07-25T06:52:25Z
dc.date.issued2021-11-26
dc.description.abstractDissatisfied customers often use social media to voice their complaints effectively, and firms strive to find solutions about how to respond to publicly visible service failure posts. We add to the emerging literature on complaint handling via social media by examining how complaining customers on a company's Facebook page prefer to be treated. We built on the multi-attribute product concept and conducted four sequential studies in the air transport industry. Studies 1–3 were conducted to identify the service failures with a high magnitude of negative utilities as judged by consumers. The studies also served to build a service failure scenario involving relevant service recovery attributes related to the entire complaint process. The results showed that lost baggage had the highest magnitude of negative utility. The attributes that consumers found most appropriate in the case of lost baggage were timeliness and type of initial response, communication modes, compensation type, and types of information throughout the complaint process. Study 4 took this further by putting participants into the scenario to analyze their preferences, segments, and profiles. The findings presented in this study have practical implications for airlines and consumers because the results reveal four distinct consumer segments and indicate the presence of heterogeneous preferences for communication modes and interaction types across segments.
dc.description.confidentialfalse
dc.edition.editionOctober-December 2021
dc.format.pagination257-267
dc.identifier.author-urlhttp://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000724143000006&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=c5bb3b2499afac691c2e3c1a83ef6fef
dc.identifier.citationSigurdsson V, Larsen NM, Gudmundsdottir HK, Alemu MH, Menon RGV, Fagerstrøm A. (2021). Social media: Where customers air their troubles—How to respond to them?. Journal of Innovation and Knowledge. 6. 4. (pp. 257-267).
dc.identifier.doi10.1016/j.jik.2021.07.001
dc.identifier.eissn2444-569X
dc.identifier.elements-typejournal-article
dc.identifier.issn2530-7614
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/71079
dc.languageEnglish
dc.publisherElsevier España, S L
dc.publisher.urihttps://www.sciencedirect.com/science/article/pii/S2444569X21000329
dc.relation.isPartOfJournal of Innovation and Knowledge
dc.rights(c) The author/sen
dc.rights.licenseCC BY-NC-NDen
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/en
dc.subjectSocial customer care
dc.subjectService recovery
dc.subjectSocial media
dc.subjectCustomer complaints
dc.subjectAirline
dc.titleSocial media: Where customers air their troubles—How to respond to them?
dc.typeJournal article
pubs.elements-id448149
pubs.organisational-groupOther
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