Virtually present others and their influence on complainants’ follow-ups and firm response
ISSN: 0887-6045
Article publication date: 17 April 2023
Issue publication date: 30 August 2023
Abstract
Purpose
The purpose of this empirical research is to investigate the influence of interactive virtually present others (VPOs) on a firm response and customers’ reiterated complaints (follow-ups) during service failures. This research follows up on previous experimental studies that suggest VPOs affect the focal customers’ complaint intention.
Design/methodology/approach
More than 16,000 posts (of complaints and complainants’ follow-ups) on 13 airline Facebook pages were analyzed using partial least squares.
Findings
This empirical study found that customers’ complaints are attended to the extent the complaints are followed up with more comments as supported by VPOs suggesting a contagion effect. Besides, it appears, the squeaky wheel is the one that gets the grease. The interactive virtual presence of others does not have an effect on a firm response toward them, despite their support to complainants and calling the airline to act.
Originality/value
To date, previous experimental studies have only featured a single VPO in potential complainants’ responses; however, in this empirical study the authors take into consideration the interaction of several VPOs in the service failure. Also, the focus is on the influence of VPOs on customers' complaints rather than the other way around.
Keywords
Citation
Rios, R.E., Riquelme, H.E. and Comai, A. (2023), "Virtually present others and their influence on complainants’ follow-ups and firm response", Journal of Services Marketing, Vol. 37 No. 8, pp. 989-1003. https://doi.org/10.1108/JSM-08-2022-0276
Publisher
:Emerald Publishing Limited
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