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 Why do Consumers Use the Internet for Complaining to the Company?. Determinants Explaining the Propensity to Complain Online
Наименование:

Why do Consumers Use the Internet for Complaining to the Company?. Determinants Explaining the Propensity to Complain Online

автор Alexandra D. издательство Книга по Требованию Маркетинг в рекламе. Коммуникативная и интегративная сущность кампаний
Cтраниц 600        мягкая обложка       
Аннотация:Finally, seven interviews with online complainants provide insights into the customer perspective. In the expert interviews, the perspective of four customer care managers in the Swiss telecommunications industry and three scholars in the field of consumer complaining behaviour has been captured. Based on an extensive literature review and the findings of a comprehensive, tripartite qualitative study, a framework explaining why dissatisfied customers decide to complain online has been developed. Online complaining is said to be an efficient, convenient way of handling complaints for both customers and companies. Understanding why dissatisfied customers choose the Internet for complaining to the company supports practitioners in designing an effective online service recovery process as well as steering their customers' channel choice behaviour. Up to now, however, hardly any research has been conducted about online complaining. As a contribution to this field, the determinants of a customer' s propensity to complain online are examined in this research project. The analysis of 126 complaints by letter and 135 online complaints adds unbiased data of complainants.
Автор: Alexandra D.
Издательство: Книга по Требованию
Год:2009
Цена:
2361 руб
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