When in Rome! Complaint contagion effect in multi-actor service ecosystems.

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Date: Dec. 2020
Publisher: Elsevier B.V.
Document Type: Report; Brief article
Length: 235 words

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Abstract :

Keywords Complaint contagion; Complaint intention; Interpersonal influence; Multi-actor service ecosystem Abstract This paper explores the process by which other customers' complaint behavior influences the focal customers' complaint intentions in response to a service failure affecting multiple customers. The authors use social information processing theory to argue that the other customers' complaint behavior has a positive effect on the focal customers' complaint intentions, which they refer to as 'complaint contagion effect'. Next, they posit mediating role of anger and moderating effects of social identification with other customers, perceived credibility of the other customers, and the focal customers' prior relationship with the service provider in this process. Four experiments confirm the presence of complaint contagion effect and show that the complaint contagion effect is stronger for focal customers with high social identification with others, high perceived credibility of other customers and weak prior relationship of focal customers with the service providers. Author Affiliation: (a) School of Business, University of International Business and Economics, Beijing, China (b) Institute of International Economy, University of International Business and Economics, Beijing, China (c) Discipline of International Business, University of Sydney, Sydney, Australia (d) School of Marketing, Curtin Business School, Curtin University, Kent Street, Bentley, WA 6102, Australia * Corresponding author. Article History: Received 22 July 2019; Revised 23 January 2020; Accepted 24 January 2020 Byline: Ke Chen [chenke@uibe.edu.cn] (a), Jianxun Chen [jxunch@uibe.edu.cn] (b,*), Wu Zhan [wu.zhan@sydney.edu.au] (c), Piyush Sharma [piyush.sharma@curtin.edu.au] (d)

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Gale Document Number: GALE|A648516938