عنوان انگلیسی مقاله:

E-complaining: a content analysis of an Internet complaint forum

ترجمه عنوان مقاله: شکایت الکترونیکی: تجزیه و تحلیل محتوا از یک فرم شکایت اینترنتی

رشته: مدیریت بازاریابی، تجارت الکترونیک

سال انتشار: 2001

تعداد صفحات مقاله انگلیسی: 20 صفحه

منبع: Emerald

نوع فایل: pdf

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چکیده مقاله

Abstract

The emergence of the Internet and its communication capabilities has given rise to a number of complaint sites that function as central forums for consumers to share their bad experiences with other consumers. Companies are reacting by adopting antidomain sites in an attempt to prevent the creation of such complaint forums. Data from one complaint forum are analyzed to identify the nature of the complaints, whether thecomplaints were initially voiced to contact personnel, what other attempts were made to resolve the problem, whether the Internet consumer complaint forum was the initial method used for complaining, the responsiveness of the company to non-Internet complaints as well as Internet complaints, and the demographics of complainers using the Internet complaint forum. The suggestion is made that companies should embrace consumer complaints, and compete with the independent complaint forums (rather than try to block them) on the basis of ease of the complaint process and the likelihood of response. Recommendations are offered that are specific to Internet use and benefits to the company are described.

 

چکیده مقاله

Introduction

The emergence of the Internet and its communication capabilities has given rise to a number of complaint sites that function as central forums for consumers to share their bad experiences with other consumers. Many sites can be found through the Yahoo! search engine. Some of the more active sites include those set up against Disney, United Airlines, MCI WorldCom, and First USA.
The complaint sites are established by individuals (or groups) who are not affiliated with the target company. The complaint site owner for First USA explains the typical motive for establishing the site:
I’m the founder of this Web site and like everyone else, I got scammed by First USA. Of course, at the time I thought it was just me. After battling First USA and getting nowhere, I decided to throw up a quick Web page. I was very surprised when I got bombarded with e-mails from people saying the same thing happened to them. Since then, this site has grown tremendously.

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