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Complaining at the Store or Through Social Media: The Influence of the Purchase Channel, Satisfaction, and Commitment

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Advances in National Brand and Private Label Marketing

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Abstract

In the current omnichannel retail environment, customers have multiple channels to interact with firms to search for information, purchase, and after-sales. Within those channel social media can play a significant role, particularly as complaint channels. The aim of this paper is to analyze whether the choice to complain face-to-face or through social media depends on the purchase channel chosen and the satisfaction and commitment with the retailer. With data from an online panel our results show that the complaint channel tends to be the same as the channel chosen for purchase; moreover, satisfaction is positively related to complaining at store and negatively related to complaining through social media, and commitment is only positively related to complaining through social media.

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Acknowledgments

This research has been financed by the Spanish Ministry of Economy and Competitiveness (Project ref.: ECO2014-55881).

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Authors and Affiliations

  1. University of Valencia, Valencia, Spain

    Marta Frasquet, Maria José Miquel & Alejandro Mollá

Authors
  1. Marta Frasquet
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  2. Maria José Miquel
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  3. Alejandro Mollá
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Corresponding author

Correspondence to Marta Frasquet .

Editor information

Editors and Affiliations

  1. Department of Business Administration, University of Granada, Granada, Spain

    Francisco J. MartĂ­nez-LĂłpez

  2. Department of Economics and Business, University of AlmerĂ­a, AlmerĂ­a, Spain

    Juan Carlos Gázquez-Abad

  3. Tuck School of Business, Dartmouth College , Hanover, New Hampshire, USA

    Kusum L. Ailawadi

  4. Department of Finance and Marketing Research, Autonomous University of Madrid, Madrid, Spain

    María Jesús Yagüe-Guillén

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Frasquet, M., Miquel, M.J., Mollá, A. (2017). Complaining at the Store or Through Social Media: The Influence of the Purchase Channel, Satisfaction, and Commitment. In: Martínez-López, F., Gázquez-Abad, J., Ailawadi, K., Yagüe-Guillén, M. (eds) Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-59701-0_10

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