What Do Online Complainers Want? An Examination of the Justice Motivations and the Moral Implications of Vigilante and Reparation Schemas

Yany Grégoire (), Renaud Legoux, Thomas M. Tripp, Marie-Louise Radanielina-Hita, Jeffrey Joireman and Jeffrey D. Rotman
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Yany Grégoire: HEC Montréal
Renaud Legoux: HEC Montréal
Thomas M. Tripp: Washington State University
Marie-Louise Radanielina-Hita: HEC Montréal
Jeffrey Joireman: Washington State University
Jeffrey D. Rotman: Deakin University

Journal of Business Ethics, 2019, vol. 160, issue 1, No 10, 167-188

Abstract: Abstract This research aims to understand how two basic schemas—vigilante and reparation—influence online public complaining. Drawing on two experiments, a longitudinal field study and content analysis of online complaints, the current research makes three core contributions. First, we show that for similar service failures, each schema is associated with different justice motivations (i.e., in terms of recovery, revenge, and protection of others), which have different moral implications for consumers. Second, vigilante and reparation complainers write complaints in a different manner and are drawn to different online platforms; this information is helpful to identify complainers using each schema. Third, the schemas moderate the process leading to different post-complaint benefits (i.e., resolution and positive affect). Specifically, perseverance has a greater effect on obtaining a resolution for reparation complainers compared to vigilantes. Additionally, whereas a recovery leads to an increase in positive affect for reparation complainers, vigilantes experience a high level of positive affect simply by posting their complaint (regardless of the resolution). The theoretical, ethical, and managerial implications of these findings are discussed.

Keywords: Online complaining; Justice theory; Service failure; Customer revenge; Cognitive schemas; Conflict frames; Ethics consumer behavior; Textual analysis (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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DOI: 10.1007/s10551-018-3850-1

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