When dissatisfied customers express revenge online: Who are they and how do you deal with their complaints?
Besbes Sahli, Alia
When dissatisfied customers express revenge online: Who are they and how do you deal with their complaints? - 2021.
47
• Research objectivesNowadays, more and more customers are using the Internet to express their dissatisfaction and take revenge online. It is therefore becoming essential for companies to identify the profile of the senders of these messages. • MethodologyWe conducted a qualitative netnographic study with a sample of 62 speeches • ResultsTwo main results emanate from this research: the proposal of a definition of the online avenger and the identification of a typology of reaction following a failure situation. • Managerial/societal implicationsThis typology provides companies with the means and methods to reduce the spread of vindictive messages from individuals online. • OriginalityThe typology thus developed is based on the different emotional and editorial reactions of consumers, highlighting the fragility of the company-customer relationship.
When dissatisfied customers express revenge online: Who are they and how do you deal with their complaints? - 2021.
47
• Research objectivesNowadays, more and more customers are using the Internet to express their dissatisfaction and take revenge online. It is therefore becoming essential for companies to identify the profile of the senders of these messages. • MethodologyWe conducted a qualitative netnographic study with a sample of 62 speeches • ResultsTwo main results emanate from this research: the proposal of a definition of the online avenger and the identification of a typology of reaction following a failure situation. • Managerial/societal implicationsThis typology provides companies with the means and methods to reduce the spread of vindictive messages from individuals online. • OriginalityThe typology thus developed is based on the different emotional and editorial reactions of consumers, highlighting the fragility of the company-customer relationship.
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