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

Dissatisfied 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...

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Autores principales:	Valdimar Sigurdsson, Nils Magne Larsen, Hulda Karen Gudmundsdottir, Mohammed Hussen Alemu, R. G. Vishnu Menon, Asle Fagerstrøm
Formato:	article
Lenguaje:	EN
Publicado:	Elsevier 2021
Materias:	Social customer care Service recovery Social media Customer complaints Airline History of scholarship and learning. The humanities AZ20-999 Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/97893aadda7a4f27b46b5f9f1c40c4eb
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id	oai:doaj.org-article:97893aadda7a4f27b46b5f9f1c40c4eb
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spelling	oai:doaj.org-article:97893aadda7a4f27b46b5f9f1c40c4eb2021-11-28T04:34:59ZSocial media: Where customers air their troubles—How to respond to them?2444-569X10.1016/j.jik.2021.07.001https://doaj.org/article/97893aadda7a4f27b46b5f9f1c40c4eb2021-10-01T00:00:00Zhttp://www.sciencedirect.com/science/article/pii/S2444569X21000329https://doaj.org/toc/2444-569XDissatisfied 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.Valdimar SigurdssonNils Magne LarsenHulda Karen GudmundsdottirMohammed Hussen AlemuR. G. Vishnu MenonAsle FagerstrømElsevierarticleSocial customer careService recoverySocial mediaCustomer complaintsAirlineHistory of scholarship and learning. The humanitiesAZ20-999Social sciences (General)H1-99ENJournal of Innovation & Knowledge, Vol 6, Iss 4, Pp 257-267 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Social customer care Service recovery Social media Customer complaints Airline History of scholarship and learning. The humanities AZ20-999 Social sciences (General) H1-99
spellingShingle	Social customer care Service recovery Social media Customer complaints Airline History of scholarship and learning. The humanities AZ20-999 Social sciences (General) H1-99 Valdimar Sigurdsson Nils Magne Larsen Hulda Karen Gudmundsdottir Mohammed Hussen Alemu R. G. Vishnu Menon Asle Fagerstrøm Social media: Where customers air their troubles—How to respond to them?
description	Dissatisfied 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.
format	article
author	Valdimar Sigurdsson Nils Magne Larsen Hulda Karen Gudmundsdottir Mohammed Hussen Alemu R. G. Vishnu Menon Asle Fagerstrøm
author_facet	Valdimar Sigurdsson Nils Magne Larsen Hulda Karen Gudmundsdottir Mohammed Hussen Alemu R. G. Vishnu Menon Asle Fagerstrøm
author_sort	Valdimar Sigurdsson
title	Social media: Where customers air their troubles—How to respond to them?
title_short	Social media: Where customers air their troubles—How to respond to them?
title_full	Social media: Where customers air their troubles—How to respond to them?
title_fullStr	Social media: Where customers air their troubles—How to respond to them?
title_full_unstemmed	Social media: Where customers air their troubles—How to respond to them?
title_sort	social media: where customers air their troubles—how to respond to them?
publisher	Elsevier
publishDate	2021
url	https://doaj.org/article/97893aadda7a4f27b46b5f9f1c40c4eb
work_keys_str_mv	AT valdimarsigurdsson socialmediawherecustomersairtheirtroubleshowtorespondtothem AT nilsmagnelarsen socialmediawherecustomersairtheirtroubleshowtorespondtothem AT huldakarengudmundsdottir socialmediawherecustomersairtheirtroubleshowtorespondtothem AT mohammedhussenalemu socialmediawherecustomersairtheirtroubleshowtorespondtothem AT rgvishnumenon socialmediawherecustomersairtheirtroubleshowtorespondtothem AT aslefagerstrøm socialmediawherecustomersairtheirtroubleshowtorespondtothem
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Social media: Where customers air their troubles—How to respond to them?

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