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Storytelling as an Approach to Voice Complaints and eWOM on Social Media/Facebook

Storytelling as an Approach to Voice Complaints and eWOM on Social Media/Facebook

Xiang Ying Mei, Ingrid K. Bagaas, Erling K. L. Relling
Copyright: © 2020 |Pages: 20
ISBN13: 9781522585756|ISBN10: 1522585753|ISBN13 Softcover: 9781522585763|EISBN13: 9781522585770
DOI: 10.4018/978-1-5225-8575-6.ch004
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MLA

Mei, Xiang Ying, et al. "Storytelling as an Approach to Voice Complaints and eWOM on Social Media/Facebook." Exploring the Power of Electronic Word-of-Mouth in the Services Industry, edited by Sandra Maria Correia Loureiro and Hans Ruediger Kaufmann, IGI Global, 2020, pp. 49-68. https://doi.org/10.4018/978-1-5225-8575-6.ch004

APA

Mei, X. Y., Bagaas, I. K., & Relling, E. K. (2020). Storytelling as an Approach to Voice Complaints and eWOM on Social Media/Facebook. In S. Loureiro & H. Kaufmann (Eds.), Exploring the Power of Electronic Word-of-Mouth in the Services Industry (pp. 49-68). IGI Global. https://doi.org/10.4018/978-1-5225-8575-6.ch004

Chicago

Mei, Xiang Ying, Ingrid K. Bagaas, and Erling K. L. Relling. "Storytelling as an Approach to Voice Complaints and eWOM on Social Media/Facebook." In Exploring the Power of Electronic Word-of-Mouth in the Services Industry, edited by Sandra Maria Correia Loureiro and Hans Ruediger Kaufmann, 49-68. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-5225-8575-6.ch004

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Abstract

Customer complaints are unavoidable in any businesses and how firms handle such complaints will affect the public's perception of the company's brand and reputation. While storytelling is being embraced by an increasing number of companies as a different way to communicate their brand, many customers are now also using storytelling as an approach to voice their unfavourable experiences on the social media in regards to a particular unsatisfactory purchase as part of electronic word-of-mouth (eWOM). Such creative and humorous complaints serve as a way to cut through the clutter in order to gain the company's attention. Those companies that embrace such complaints by responding in an equally humorous and creative manner as part of their service recovery process will manage to recover their customers as well as their employees. As such posts are often shared publicly on the Internet, they may become viral and thus can create great positive effect on the company's reputation. Hence, it is important to empower the employees to recover the services using untraditional responses.

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