An Exploratory Study of On-Line Complainers: Typology and Strategies

• Main Authors: Yi-An Chen, 陳貽安
• Other Authors: Tom M. Y. Lin
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/84564599119672301687

碩士 === 國立臺灣科技大學 === 企業管理系 === 96 === Although more and more companies take on-line forum as the complaint channel, most of them have no idea coping with on-line complaints. Business researchers didn’t pay systematic attention to the types of complainers in on-line forums and the coping strategies. The study interviewed on-line complainers and customer-service attendants to understand the on-line complaint behavior. Then we tried to induce the types of on-line complainers and how the attendants treated them. It was found that on-line complainers could be mainly dichotomized into “Friendly” and “Unfriendly.” “Friendly” includes “Beginners,” and “Genials,” and “Unfriendly” can be divided into “Insulters,” “Echos,” and “Bursters.” Service providers had to use different strategies when facing different types of on-line complainers. Service providers should communicate with complainers through both on-line and traditional medium. Our study developed strategies for each type of on-line complainer