Activities per year
Cluster analysis applied on multi-national survey data from both Germany and the US (n = 812) reveals that marketers have to deal with three major complainant types: (i) ‘Revengeful loyalists’ (i.e., committed, revengeful customers driven mainly by webcare-independent motives and immune to all forms of service recovery efforts) (63%/60%); (ii) ‘Constructive loyalists’ (i.e., committed, cooperative customers with a deep interest to restore the customer-brand relationship, but high recovery expectations) (19%/25%); and (iii) ‘Constructive unattached customers’ (i.e., webcare-receptive customers having weak relational bonds, but no interest to cause harm) (18%/15%).
This study further shows that the three segments differ in respect to various characteristics pertaining the individual and the failure circumstances (e.g., attribution of blame, emotions, complaint history). Besides profiling these segments, this study shows that webcare responses help to mitigate post-webcare negative word-of-mouth when they match the needs of the segment. Besides theoretical contributions, this research also bears some practical implications like demonstrating that about 80% of online complainants have strong pre-webcare social bonds with the brand. This makes webcare efforts particularly demanding: only (highly) accommodative reactions (e.g., a sincere excuse with an explanation and a redress offer) are likely – if at all – to prevent follow-up NWOM among constructive loyalists. These complainants are originally attached ‘brand lovers’ who grant marketers various opportunities to restore the currently disordered customer-brand relationship. However, they have high expectations towards the brand and towards the online recovery episode.
|Title of host publication||AMSWMC 2019: Enlightened Marketing in Challenging Times|
|Number of pages||1|
|Publication status||Published - 2020|
|Event||2019 Academy of Marketinc Science (AMS) World Marketing Congress (AMSWMC22) - Edinburgh, United Kingdom|
Duration: 9 Jul 2019 → 11 Jul 2019
|Name||Developments in Marketing Science: Proceedings of the Academy of Marketing Science|
|Conference||2019 Academy of Marketinc Science (AMS) World Marketing Congress (AMSWMC22)|
|Period||09.07.2019 → 11.07.2019|
Wolfgang Jonas Weitzl (Speaker), Clemens Hutzinger (Speaker) & Sabine Einwiller (Speaker)9 Jul 2019 → 11 Jul 2019
Activity: Talk or presentation › Oral presentation