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CLASSIFYING ONLINE CUSTOMER COMPLAINTS: A MULTIAGENT PERSPECTIVE

Year 2022, Volume: 7 Issue: 1, 158 - 179, 27.06.2022
https://doi.org/10.54452/jrb.1024839

Abstract

This study conducted a content analysis of an online Turkish complaint website to classify online customer complaints about service failures in multi-agent situations of a tourism service supply chain. A total of 400 incidents were collected regarding 422 service failures. The complaints fell into four failure groups: Actual Service, Supplier’s Service, Service Provider’s Employees, and Supplier’s Employees. The findings support the previous literature in a different context by demonstrating that, within a multi-agent context, customers consider the whole service delivery experience. They may therefore integrate or transfer their emotions or behavioral attitudes from the principals (e.g., travel agencies) to agents (e.g., hotels) or vice-versa.

References

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Year 2022, Volume: 7 Issue: 1, 158 - 179, 27.06.2022
https://doi.org/10.54452/jrb.1024839

Abstract

References

  • Adams, J., (1963). Towards an understanding of inequity. The Journal of Abnormal and Social Psychology, 67 (5), 422-436.
  • Ahluwalia, R. (2000). Examination of psychological processes underlying resistance to persuasion. Journal of Consumer Research, 27 (2), 217-232.
  • Allen, A. M., Brady, M. K., Robinson, S. G., and Voorhees, C. M. (2015). One firm’s loss is another’s gain: capitalizing on other firms’ service failures. Journal of the Academy of Marketing Science, 43(5), 648-662.
  • Basu, A.K., Lal, R., Srinivasan, V. and Staelin, R. (1985). Salesforce compensation plans: an agency theoretic perspective. Marketing Science, 4 (4), 267-291.
  • Baker, M.A. and Magnini, V.P. (2016) The evolution of services marketing, hospitality marketing and building the constituency model for hospitality marketing. International Journal of Contemporary Hospitality Management 28, 1510–1534.
  • Belkahla, W., & Triki, A. (2011). Customer knowledge enabled innovation capability: Proposing a measurement scale. Journal of Knowledge Management, 15(4), 648–674.
  • Berezina, K., Bilgihan, A., Cobanoglu, C., & Okumus, F. (2016). Understanding satisfied and dissatisfied hotel customers: text mining of online hotel reviews. Journal of Hospitality Marketing & Management, 25(1), 1-24.
  • Bergen, M., Dutta, S. and Walker, O.J. (1992). Agency relationships in marketing: a review of the implications and applications of agency and related theories. The Journal of Marketing, 56(3), 1-24.
  • Bilotta, E., Bertacchini, F., Gabriele, L., Giglio, S., Pantano, P. S., & Romita, T. (2021). Industry 4.0 technologies in tourism education: Nurturing students to think with technology. Journal of Hospitality, Leisure, Sport & Tourism Education, 29, 1-11.
  • Bitner, M. J., Booms, B. H., and Mohr, L. A. (1994). Critical service encounters: The employee's viewpoint. The Journal of Marketing, 95-106.
  • Bitner, M., Booms, B. and Tetreault, M., (1990). The Service Encounter: Diagnosing Favorable and Unfavorable Incidents. Journal of Marketing, 54, 71-84.
  • Black, H. G., and Kelley, S. W. (2009). A storytelling perspective on online customer reviews reporting service failure and recovery. Journal of Travel & Tourism Marketing, 26 (2), 169-179.
  • Blodgett, J., Hill, D. J. and Tax, S., (1997). The Effects of Distributive, Procedural and Interactional Justice on Postcomplaint Behavior. Journal of Retailing, 73(2), 185-210.
  • Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet–The state of eTourism research.Tourism Management,29(4), 609–623.
  • Chang, J., Khan, M. A., & Tsai, C. T. (2011). Dining occasions, service failures and customer complaint behaviours: An empirical assessment. International Journal of Tourism Research, 14(6), 601-615.
  • Chang, Y. W., Hsu, P. Y., & Lan, Y. C. (2019). Cooperation and competition between online travel agencies and hotels. Tourism Management, 71, 187-196.
  • Chen, Y., & Xie, J. (2008). Online consumer review:Word-of-mouth as a new element of marketing communication mix.Management Science,54(3), 477–491.
  • Chengcheng, J. (2011, May). Design of incentive and supervisory mechanism in tour service supply chain. In 2011 International Conference on Business Management and Electronic Information (Vol. 3, pp. 804-807). IEEE.
  • Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345–354.
  • Dickinger, A. (2011). The trustworthiness of online channels for experience-and goal-directed search tasks. Journal of Travel Research, 50(4), 378-391.
  • Dinçer, M. Z., & Alrawadieh, Z. (2017). Negative word of mouse in the hotel industry: A content analysis of online reviews on luxury hotels in Jordan. Journal of Hospitality Marketing & Management, 26(8), 785-804.
  • Dimitriou, C. K. (2017). Understanding and dealing with service failures in tourism and hospitality, In E. Koc (Ed.), Service failures and recovery in tourism and hospitality (pp. 9–26). Wallingford, Oxford: CABI.
  • Ekiz, E., Khoo‐Lattimore, C., & Memarzadeh, F. (2012). Air the anger: investigating online complaints on luxury hotels. Journal of Hospitality and Tourism Technology, 3(2), 96-106.
  • Eisenhardt, K.M. (1988). Agency-and institutional-theory explanations: the case of retail sales compensation. Academy of Management Journal, 31(3), 488-511.
  • Eisenhardt,K.M.(1989). Agency theory: an assessment and review. Academy of Management Review, 14 (1), 57-74.
  • Fayezi, S., O’Loughlin, A. and Zutshi, A. (2012). Agency theory and supply chain management: a structured literature review. Supply Chain Management International Journal, 17(5), 556-570.
  • Fisk, R. P., Brown, S. W., and Bitner, M. J. (1993). Tracking the evolution of the services marketing literature. Journal of retailing, 69(1), 61-103.
  • Fiske, S. T. (1980). Attention and weight in person perception: The impact of negative and extreme behavior. Journal of Personality and Social Psychology, 38(6), 889-906.
  • Flanagan, J., (1954). The Critical Incident Technique. Psychological Bulletin, 51 (4), 327-358.
  • Folger, R. and Konovsky, M., (1989). Effects of procedural and distributive justice on reactions to pay raise decisions. Academy of Management Journal, 32(1), 115-130.
  • Forman, C., Ghose, A., & Wiesenfeld, B. (2008). Examining the relationship between reviews and sales: The role of reviewer identity disclosure in electronic markets. Information Systems Research,19(3), 291–313.
  • Fu, Y. Y., & Mount, D. (2007). Hotel guests' cumulative satisfaction updating process in the context of service failure and service recovery. International journal of hospitality & tourism administration, 8(1), 77-98.
  • Fu, X., Liu, X., Hua, C., Li, Z., & Du, Q. (2021). Understanding tour guides’ service failure: Integrating a two-tier triadic business model with attribution theory. Journal of Hospitality and Tourism Management, 47, 506-516.
  • George, B. P., Salgaonkar, P., & Hegde, P. G. (2007). SERICSAT: The development of a preliminary instrument to measure service recovery satisfaction in tourism. International journal of hospitality & tourism administration, 8(1), 21-42.
  • Ghosh, A. and Craig, C.S. (1986). An approach to determining optimal locations for new services. Journal of Marketing Research, 23(4), 354-362.
  • Han, S., & Anderson, C. K. (2020). Customer Motivation and Response Bias in Online Reviews. Cornell Hospitality Quarterly, 61(2), 142-153.
  • Harrison-Walker, L. J. (2019). The effect of consumer emotions on outcome behaviors following service failure. Journal of Services Marketing, 33(3), 285-302.
  • Hartikainen, H. (2014). Modularity in services and travel supply chains: travel agency perspective [Master’s Thesis, Aalto University]. Available at: https://aaltodoc.aalto.fi/bitstream/handle/123456789/14593/hse_ethesis_13762.pdf?isAllowed=y&sequence=1.
  • Heracleous, L. and Lan, L.L. (2012). Agency theory, institutional sensitivity, and inductive reasoning: towards a legal perspective. Journal of Management Studies, 49(1), 223-239.
  • Hirschman, A. O. (1970). Exit, voice, and loyalty: Responses to decline in firms, organizations, and states. Harvard university press, 25.
  • Holloway, B. B., and Beatty, S. E. (2003). Service failure in online retailing: A recovery opportunity. Journal of service research, 6 (1), 92-105.
  • Huang, P., Lurie, N. H., & Mitra, S. (2009). Searching for experience on the web: An empirical examination of consumer behavior for search and experience goods. Journal of Marketing, 73(2), 55–69.
  • Ji, G., & Guo, B. (2009, June). Study on the performance evaluation of sustainable tourism supply chain based on balanced scorecard. In 2009 6th International Conference on Service Systems and Service Management (pp. 652-657). IEEE.
  • Joung, J., Kim, K. H., & Kim, K. (2021). Data-Driven Approach to Dual Service Failure Monitoring From Negative Online Reviews: Managerial Perspective. SAGE Open, 11(1), 1-14.
  • Kandampully, J., & Duddy, R. (2001). Service system: a strategic approach to gain a competitive advantage in the hospitality and tourism industry. International Journal of Hospitality & Tourism Administration, 2(1), 27-47.
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There are 102 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Articles
Authors

Cansu Yıldırım 0000-0003-1061-9854

Publication Date June 27, 2022
Submission Date November 17, 2021
Acceptance Date May 12, 2022
Published in Issue Year 2022 Volume: 7 Issue: 1

Cite

APA Yıldırım, C. (2022). CLASSIFYING ONLINE CUSTOMER COMPLAINTS: A MULTIAGENT PERSPECTIVE. Journal of Research in Business, 7(1), 158-179. https://doi.org/10.54452/jrb.1024839