Timeliness, transparency, and trust: A framework for managing online customer complaints

Jennifer L. Stevens, Brian I. Spaid, Michael Breazeale and Carol L. Esmark Jones

Business Horizons, 2018, vol. 61, issue 3, 375-384

Abstract: This article discusses several practical solutions for dealing with online customer complaints. Online complaints are inevitable; how a firm responds can make the difference. There are techniques that managers can use not only to minimize the detrimental impact of online complaints, but also to produce beneficial outcomes. Herein, we introduce our 3T framework, designed to help managers and support teams respond to online complaints in a thoughtful and measured way. We build on word-of-mouth research and several theories from marketing, service marketing, journalism, and business ethics. With so many reviews posted online every second, firms must employ best practices grounded in empirical research and solid conceptualization to deal with this important component of online customer service.

Keywords: Online complaints; Negative online reviews; Brand relationship; Customer service response; Brand transparency (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:61:y:2018:i:3:p:375-384

DOI: 10.1016/j.bushor.2018.01.007

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