TY - JOUR

T1 - Social media

T2 - Where customers air their troubles—How to respond to them?

AU - Sigurdsson, Valdimar

AU - Larsen, Nils Magne

AU - Gudmundsdottir, Hulda Karen

AU - Alemu, Mohammed Hussen

AU - Menon, R. G.Vishnu

AU - Fagerstrøm, Asle

N1 - Publisher Copyright: © 2021 Journal of Innovation & Knowledge

PY - 2021

Y1 - 2021

N2 - 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.

AB - 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.

KW - Airline

KW - Customer complaints

KW - Service recovery

KW - Social customer care

KW - Social media

U2 - 10.1016/j.jik.2021.07.001

DO - 10.1016/j.jik.2021.07.001

M3 - Journal article

AN - SCOPUS:85112089188

VL - 6

SP - 257

EP - 267

JO - Journal of Innovation and Knowledge

JF - Journal of Innovation and Knowledge

SN - 2530-7614

IS - 4

ER -