Abstract
Marketing researchers and managers have recognized the importance of soliciting and resolving customer complaint and developed a good knowledge base about customer complaint. Though their studies suggest that effective communication plays an important role in service recovery, researches focused on communication, especially communication media have been relatively narrow. As a result, a few questions remain unanswered. For example, do customers prefer certain complaint media to others? What factors would influence customer media choices? How different media choices lead to different resolution expectations? In recent years, firms are investing significant resources to expand complaint media, and answering those questions will help firms incorporate media factors to a more effective handling strategy. This study seeks to bridge the gap between communication researches focused on media selection and service complaint researches focused on customer recovery expectations by exploring the determinants and outcomes of media choices. We attempt to find out 1) whether customers prefer rich media to lean media for service complaint; 2) whether past experience influence future selection of specific media; 3) whether the type of media affects customer expectations.
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© 2015 Academy of Marketing Science
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Ye, L. (2015). Complaint Communication Media and Their Impact on Customer Justice Expectation: An Exploratory Study. In: Spotts, H. (eds) Marketing, Technology and Customer Commitment in the New Economy. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11779-9_92
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DOI: https://doi.org/10.1007/978-3-319-11779-9_92
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11778-2
Online ISBN: 978-3-319-11779-9
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