Customer responses to service failures on social media

What is it about?

The rise of social media has drastically reduced perceived costs of complaining by providing customers a much easier and more effective complaint channel. As customers increasingly adopt social media as the primary channel for voicing their dissatisfaction, complaining behavior is becoming a public act. We present theory that integrates these transformations into the world of customer complaint responses and contribute to the relevant literature by exploring social determinants of action that drive consumer voice on social media.

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