Start Date

7-1-2011 10:30 AM

End Date

7-1-2011 11:45 AM

Track

1. Track 1 – Formal Paper Presentation

Subject Area

Consumer Behavior

Faculty Member

Li Miao, lmiao@purdue.edu

Abstract

Traditionally, guest complaint takes place in a dyadic manner in which the complainer communicates his/her grievance to the company, a third party, friends or relatives. However, the prevalence of social media websites provides new platforms for customers in the hospitality industry to voice their unpleasant experiences. The traditional dyadic dialog between the company and the customer is shifting to a triadic communication network that involves the complainer (actor), the company and other website users (observers). This new communication platform brings more complexity to the complaint process with the co-presence of the company and other website users.

The present study aims to investigate customers’ online complaining behavior in a hotel setting using the communication triad as the backdrop. Specifically, the objectives of the present study are to (1) explore customers’ motivation for posting online negative comments, and (2) examine customers’ attitude toward hotel’s online responses to negative postings. Grounded theory approach is adopted and in-depth interviews will be conducted to achieve these objectives. The findings are expected to benefit both scholars and practitioners by providing a deeper understanding of why customers turn to websites to voice their dissatisfaction, what they are expecting, and how hotels should get involved in the social media environment and communicate with customers.

Keywords

Online customer complaining behavior, social media, motivation, attitude

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Jan 7th, 10:30 AM Jan 7th, 11:45 AM

Motivation and Attitude: An Exploration of Customers’ Online Complaining Behavior

Traditionally, guest complaint takes place in a dyadic manner in which the complainer communicates his/her grievance to the company, a third party, friends or relatives. However, the prevalence of social media websites provides new platforms for customers in the hospitality industry to voice their unpleasant experiences. The traditional dyadic dialog between the company and the customer is shifting to a triadic communication network that involves the complainer (actor), the company and other website users (observers). This new communication platform brings more complexity to the complaint process with the co-presence of the company and other website users.

The present study aims to investigate customers’ online complaining behavior in a hotel setting using the communication triad as the backdrop. Specifically, the objectives of the present study are to (1) explore customers’ motivation for posting online negative comments, and (2) examine customers’ attitude toward hotel’s online responses to negative postings. Grounded theory approach is adopted and in-depth interviews will be conducted to achieve these objectives. The findings are expected to benefit both scholars and practitioners by providing a deeper understanding of why customers turn to websites to voice their dissatisfaction, what they are expecting, and how hotels should get involved in the social media environment and communicate with customers.