دانلود رایگان مقاله خواسته اجتماعی مصرف کننده در عصر رسانه های اجتماعی

Abstract

Service failures, once handled quietly by customer service departments, are now played out on a highly public social media stage. These failures can result in not only the loss of a loyal consumer but also can negatively affect relationships with those watching the dialogue between disgruntled customers and organizations. The phenomenon of seeking resolution to service failures online is distinct from both traditional word-of-mouth and voice behaviors. This article introduces social voice: public complaining behavior that aims to change the behavior of the organization. A qualitative methodology defines eight dimensions of social voice and categorizes them by the strength of the relationship to the organization. Results indicate that appropriate response strategies differ based on social voice segment.

6. Limitations

As with all qualitative analyses, there is a trade-off between the richness of the data gathered and generalizability of the results. Though we looked at a variety of industries, made an effort to include both service and product-dominant firms as well as both hedonistic and utilitarian services, and a variety of comments were captured at random times, caution should be used about generalizing to other contexts without empirical validation. Additionally, we explored Facebook, as it represents the largest population of both consumers and organizational social media presence and the functionality of Facebook means that consumers can post directly to the organization’s social media site; however, future studies should explore whether these social voice types hold across other social media sites populated by businesses such as Twitter and Instagram. Future research might also explore antecedents and consequences of each type of social voice. This study serves as an initial foray into a typology of social voice.