Consumer social voice in the age of social media: Segmentation profiles and relationship marketing strategies

Joanna Phillips Melancon and Vassilis Dalakas

Business Horizons, 2018, vol. 61, issue 1, 157-167

Abstract: Service failures, once handled quietly by customer service departments, are now played out on a highly public social media stage. These failures can result in not only the loss of a loyal consumer but also can negatively affect relationships with those watching the dialogue between disgruntled customers and organizations. The phenomenon of seeking resolution to service failures online is distinct from both traditional word-of-mouth and voice behaviors. This article introduces social voice: public complaining behavior that aims to change the behavior of the organization. A qualitative methodology defines eight dimensions of social voice and categorizes them by the strength of the relationship to the organization. Results indicate that appropriate response strategies differ based on social voice segment.

Keywords: Social media; Negative word-of-mouth; Social voice; Consumer complaint; Relationship marketing; Electronic word-of-mouth (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:61:y:2018:i:1:p:157-167

DOI: 10.1016/j.bushor.2017.09.015

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