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Understanding Dissatisfied Consumers' Complaint Behavior on Social Media

Explore how dissatisfied consumers express complaints on social media, their profiles, motivations, and actions, comparing to older studies. Study conducted in 2012 with university students, revealing insights on consumer advocacy and sociability.

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Understanding Dissatisfied Consumers' Complaint Behavior on Social Media

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  1. Word of mouth revisited: In 2012, how many people does a dissatisfied consumer complain to ? Claudine Ouellet M.Sc. Student Prof. Pierre Beaudoin, Marie J. Lachance, Pierre Valois, Université Laval

  2. ProblemStatement • The advent of Social Media has changed the concept of word of mouth (Bach & Kim, 2012) : electronicword-of-mouth (e-WOM) • Studies to date have addressed the consequences (48%) of e-WOM more than its antecedents (20%) (Chan & Ngai, 2011) • We know very little about the profile of consumers who complain through social media, especially those who are using social networks sites (SNS).

  3. Research Questions • What is the profileof dissatisfied consumers who complain through SNS ? • Who ? – Personality traits and social media use • What ? – Other actions taken to express dissatisfaction • Why ? – Goal in expressing dissatisfaction • How many people are dissatisfied consumers complaining to ? • Comparison with a previous study (TARP, 1981)

  4. Conceptual Model Negative WOM Hirschman (1970) original model extended by Singh (1990)

  5. Participants and Method • 1021 universitystudents • 31% males and 69% females • Self-administred web-based questionnaire(79 items) • Data collection in winter 2012 81,5%

  6. ResearchHypothesis/Results Consumerswho express theirdissatisfactionthrough SNS … • H1:... have a higher score on Consumer AdvocacyScalethanthosewhodid not complain(Chelminskiet Coulter, 2011; Hennig-Thurau et al., 2004) **Supported** Note: Consumer Advocay Scale from Chelminski & Coulter, 2011

  7. ResearchHypothesis/Results Consumerswho express theirdissatisfactionthrough SNS … • H2 : ... are more sociable thanthosewhodid not complain(Lau et Ng, 2001) **Supported** Note: Sociability Scale from Villani & Wind, 1975

  8. In 2012, how many people does a dissatisfied consumer complain to?

  9. TARP study (1981) : 10-16 personsOur study (2012) : 290 persons

  10. Discussion • E-WOM is more thanever a public action : not anymore a private action, as previouslyconceptualised • What’snext for e-consumerism ? (Pitt, Berthon, Watson, & Zinkhan, 2002; Rezabakhsh, Bornemann, Hansen, & Schrader, 2006; Rha, Widdows, Hooker, & Montalto, 2002; Urban, 2005) Twojudicial causes in Quebec : Kia and Morin • Preliminaryresults; more to come !

  11. Thankyou for your attention Let’s connect ! ClaudineOuellet http://ca.linkedin.com/in/claudineouellet

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