Channelspecific Consumer Complaint Behaviour: The Case of Online Complaining

Abstract

As Internet is increasingly used for conducting business, numerous companies also offer customers the possibility to complain online. Though there is a large corpus of literature on complaining behaviour available, research on online complaining behaviour is still in its infancy. Moreover, channel-choice for complaining has scarcely been investigated into yet.

This paper provides a brief overview on complaint responses and classifications of consumer complaining behaviour (CCB). Consequently, a suitable classification of complaint reactions with regard to online complaining is developed and the specific research questions to be answered in this research are addressed. Finally, the methodology as well as expected results are outlined.

Keywords: online complaining behaviour, channel choice behaviour, e-after sales services

JEL Classification: M00, M30