Original paper
For all to see: social risk and observable complaining on Facebook
Abstract
Purpose Online consumer complaint behaviour that is observable to other consumers provides the firm with an opportunity to demonstrate transparency and service quality to the public eye. The purpose of this paper is to assist practitioners with a strategy to increase perceived accommodativeness in complaint management on social media and reduce the social risk associated with online consumer complaint behaviour using a social exchange theory...
Paper Details
Title
For all to see: social risk and observable complaining on Facebook
Published Date
Oct 14, 2021
Volume
56
Issue
1
Pages
31 - 71
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Notes
History