#5317. Why should you respond to customer complaints on a personal level? The silent observers perspective

August 2026publication date
Proposal available till 13-05-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Marketing;
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Abstract:
Purpose: This paper analyzes the effect of company response style and complaint source on silent observers reactions to a service failure episode vented on Twitter. Design/methodology/approach: In a 2 ? 2 experimental design, company response style (personalized vs automatic) and complaint source (ordinary Twitter user vs influencer) were manipulated to test the hypotheses.
Keywords:
Company response style; Complaint handling; Complaint source; Influencer; Silent observer; Twitter

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