Who is talking, who is listening? Service recovery through online customer-to-customer interactions

Purpose This research investigates customer interactions in an online environment following a service failure, and explores the role of customer-to-customer (C2C) interactions in service recovery. Design/methodology/approach We examine C2C interactions between airline travellers by analysing their detailed conversations posted on an independent complaint forum. We adopt thematic analysis to scrutinise online dialogue that narrates stories about...