Complaining at the Store or Through Social Media: The Influence of the Purchase Channel, Satisfaction, and Commitment

Marta Frasquet (), Maria José Miquel () and Alejandro Mollá ()
Additional contact information
Marta Frasquet: University of Valencia
Maria José Miquel: University of Valencia
Alejandro Mollá: University of Valencia

A chapter in Advances in National Brand and Private Label Marketing, 2017, pp 87-94 from Springer

Abstract: Abstract In the current omnichannel retail environment, customers have multiple channels to interact with firms to search for information, purchase, and after-sales. Within those channel social media can play a significant role, particularly as complaint channels. The aim of this paper is to analyze whether the choice to complain face-to-face or through social media depends on the purchase channel chosen and the satisfaction and commitment with the retailer. With data from an online panel our results show that the complaint channel tends to be the same as the channel chosen for purchase; moreover, satisfaction is positively related to complaining at store and negatively related to complaining through social media, and commitment is only positively related to complaining through social media.

Keywords: Multichannel; Complaint; Social media; Online purchase; Satisfaction; Commitment (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations: View citations in EconPapers (2)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-59701-0_10

Ordering information: This item can be ordered from
http://www.springer.com/9783319597010

DOI: 10.1007/978-3-319-59701-0_10

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().